Viral marketing: Motivations to forward online content

By Jason Ho, Melanie Dempsey. 2010

599 citations recorded by the source corpus.

Subfields: Communication, Experimental and Cognitive Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/081e37ada1c414e3d288086bdc0abca92e04fc2b

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In Communication

In Experimental and Cognitive Psychology

In Sociology and Political Science

Citations in the corpus

Persuasive messages, popularity cohesion, and message diffusion in social media marketing (2015, background): “Since likes have a positive meaning, several likes entail a powerful connection with post topics. eWOM cohesion effect also affects diffusion of viral marketing (Ho & Dempsey, 2010).”
What We Know and Don't Know about Online Word-of-Mouth: A Review and Synthesis of the Literature (2014, background): “…innovativeness and opinion leadership (Sun et al. 2006), ability and self-efficacy (Gruen, Osmonbekov, and Czaplewski 2006; Huang, Lin, and Lin 2009), individuation, (Ho and Dempsey 2010), neuroticism (Picazo-vela et al. 2010) and altruism (Dellarocas and Narayan 2007; Hennig-Thurau et al. 2004).”
Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising (2013, background): “…such as e-WOM (e.g., Duan, Gu, andWhinston 2008; Hennig-Thurau et al. 2004; Lee and Song 2010), social media (e.g., Agiichtein et al. 2008; Kaplan and Haenlein 2010), and viral marketing (e.g. Brown, Bhadury, and Pope 2010; De Bruyn and Lilien 2008; Ho and Dempsey 2010; Phelps et al. 2004).”
Customer engagement in a Facebook brand community (2012, background): “Customers may also seek social enhancement, which derives from the need to feel useful, recognized and needed in the community (Hars and Ou, 2002; Ho and Dempsey, 2010; Nambisan and Baron, 2010).”
Investigating generational differences in e-WOM behaviours (2011, background): “Ho and Dempsey (2010) find motivation to forward e-WOM to be related to needs for group membership, individualism, altruism and personal growth.”
On Brands and Word of Mouth (2013, background): “Ho and Dempsey (2010) show that people who stand up to others report that they are more likely to forward online content.”
Viral effects of social network and media on consumers’ purchase intention (2015, background): “Ho and Dempsey (2010) report young adults are the demographic group with the highest rate of Internet adoption and SNM sites use; thus, this study collects data from college students of different majors in Indonesia.”
Organizing for Innovation in the Digitized World (2012, background): “…1977), the contagious spread of ideas in a social network context has gained increasing interest across different fields, including the spread of obesity (Christakis and Fowler 2009), viral marketing (Godes et al. 2005, Ho and Dempsey 2010), and diffusion of digital content (Susarla et al. 2011).”
Electronic word of mouth: The effects of incentives on e‐referrals by senders and receivers (2013, background): “Prior WOM research has found source credibility to be a predictor of sharing information (Richins and Root-Shaffer, 1988), and source credibility is considered a potentially influential factor in sharing information online (Ho and Dempsey, 2010).”
What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence (2019, background): “…share information to engage with a community (Syn and Oh 2015), learn about community interests (Syn and Oh 2015), socialize with particular community members (Lee and Ma 2012; Lovett, Peres, and Shachar 2013), and/or feel that they belong to or are part of a group (Ho and Dempsey 2010).”