Consumer Decision-making Processes in Mobile Viral Marketing Campaigns
Consumer Decision-making Processes in Mobile Viral Marketing Campaigns
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DOI：
10.1016/j.intmar.2013.08.001
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发表时间：
2014-02
影响因子：
11.8
通讯作者：
C. Pescher;P. Reichhart;Martin Spann
中科院分区：
文献类型：
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作者：
C. Pescher;P. Reichhart;Martin Spann
手机在当今全球环境中的高度渗透提供了广泛的有前途的移动的营销活动，包括移动的病毒式营销活动。然而，这些活动的成功（其仍然未被探索）取决于消费者主动将他们接收到的广告转发给熟人的意愿，例如，进行移动的推荐。因此，重要的是要识别和理解的因素，影响消费者转介行为通过移动的设备。作者分析了一个三阶段模型的消费者转介行为通过移动的设备在一个公司创建的移动的病毒式营销活动的实地研究。研究结果表明，消费者谁把高度重视的目的性价值和娱乐价值的消息可能会进入兴趣和转介阶段。考虑到消费者的自我中心社交网络，我们发现，联系强度对阅读和推荐决策阶段有负向影响，而程度中心性对推荐决策过程没有影响。
The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers’ willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it is important to identify and understand the factors that influence consumer referral behavior via mobile devices. The authors analyze a three-stage model of consumer referral behavior via mobile devices in a field study of a firm-created mobile viral marketing campaign. The findings suggest that consumers who place high importance on the purposive value and entertainment value of a message are likely to enter the interest and referral stages. Accounting for consumers’ egocentric social networks, we find that tie strength has a negative influence on the reading and decision to refer stages and that degree centrality has no influence on the decision-making process.