Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
Joseph E. Phelps The University of Alabama
Regina Lewis Dunkin'Brands Inc
Lynne Mobilio Lewis/Mobilio Research
David Perry The University of Aiabama
Niranjan Raman impactRx Inc
These studies were sponsored by Plannetfeedback.com (www.planetfeedback.com), an internet-based infomediary company based in Cincinnati.
An earlier version of this work will appear as a chapter in the forthcoming book, Online Consumer Psychology, C. Haugvedt, K. Macleit, and R. Yalch (eds.).
INTRODUCTION
As the internet has grown, so has web-advertising research. Nonetheless, few studies have examined...