Internet-induced marketing techniques: Critical factors in viral marketing campaigns
Internet-induced marketing techniques: Critical factors in viral marketing campaigns
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互联网引发的营销技术：病毒式营销活动的关键因素
DOI：
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
Feng Li
中科院分区：
文献类型：
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作者：
M. Woerndl;S. Papagiannidis;M. Bourlakis;Feng Li
互联网的快速普及以及互联网技术促进的各种社会结构的出现正在改变定义营销技术开发和完善的驱动因素。本文确定了病毒式营销（一种基于互联网的“口碑”营销技术）的关键因素。根据现有知识，确定了可能对病毒式营销活动成功产生关键影响的五种病毒式营销因素。这些因素是活动的总体结构、产品或服务的特征、消息的内容、传播的特征以及点对点信息渠道。本文讨论了病毒式营销活动的三个示例，并确定了每个案例中影响其成功的具体因素。本文最后提出了病毒式营销类型学，区分了病毒式营销传播、非故意病毒式营销和商业病毒式营销。这仍然是一个快速发展的领域，显然需要进一步的研究来监测新的发展并了解这些发展给市场带来的根本变化。
The rapid diffusion of the Internet and the emergence of various social constructs facilitated by Internet technologies are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical factors for viral marketing, an Internet-based ‘word-of-mouth’ marketing technique. Based on existing knowledge, five types of viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors are the overall structure of the campaign, the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit. The paper discusses three examples of viral marketing campaigns and identifies the specific factors in each case that influence its success. The paper concludes with a viral marketing typology differentiating between viral marketing communications, unintended viral marketing and commercial viral marketing. This is still a rapidly evolving area and further research is clearly needed to monitor new developments and make sense of the radical changes these developments bring to the market.