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Factors Affecting the Success of Viral Marketing An Affective ¨C Cognitive- Behavioral Process

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  • Kim Huynh

Abstract

Viral marketing is an inexpensive method which has a tremendous impact on consumer purchasing behavior. However, literature about the cognitive, affective, and behavior of people that constitute the essential component of any such strategy is rare. This conceptual paper develops a cognitive-affective-behaviour model of viral marketing via the integration of tie strength, perceptual affinity, emotions. The goal of this paper is to investigate factors affecting to the success of viral advertising. The research implies that tie strength, perceptual affinity, emotions has strong effects on the success of viral advertising. These elements have their own impact on different stages of viral advertising to provide marketers a strong tool with which to develop a great viral campaign.

Suggested Citation

  • Kim Huynh, 2016. "Factors Affecting the Success of Viral Marketing An Affective ¨C Cognitive- Behavioral Process," Business and Management Research, Business and Management Research, Sciedu Press, vol. 5(1), pages 40-45, March.
    • Handle: RePEc:jfr:bmr111:v:5:y:2016:i:1:p:40-45
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    References listed on IDEAS

    as
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    5. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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