Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email

By J. Phelps, R. Lewis, Lynne J. Mobilio, David K. Perry, N.Kalyana Raman. Journal of Advertising Research, 2004

1,009 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/802766f8242d96f82dd5694adaeb5bcafa42d211

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Citations in the corpus

Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs (2011, background): “WoM is a type of viral marketing [30] and an informal way of exchanging information among consumers about the characteristics, usage, and ownership of particular products or services.”
Determining Influential Users in Internet Social Networks (2010, background): “Overall, scholarly research on social and communication networks, opinion leadership, source credibility, and diffusion of innovations has long demonstrated that consumers influence other consumers (Phelps et al. 2004).”
Recommender Systems (2012, background): “They are found in a wide range of systems, including product reviews [228,229], e-mails [230], blogs [231] and microblogs [232].”
Word of Mouth: What We Know and What We Have Yet to Learn (2013, positive): “Affective responses to WOM include a heightened emotional state of the receiver (Christophe and Rime 1997) and enthusiasm, confidence and optimism (Phelps et al. 2004; Sweeney, Soutar, and Mazzarol 2008).”
The Effect of Consumer Persuasion Knowledge on Scarcity Appeal Persuasiveness (2013, background): “For instance, consumers often spread the message of their product desires and the product desires of others via online social networks (Phelps et al. 2004).”
eWOM and the importance of capturing consumer attention within social media (2014, background): “In fact, WOM is widely regarded as a critical component of marketing (Brown and Reingen 1987; Buttle 1998) and attributed to greater perceived credibility, less biased information, and more authentic assessments by consumers (Dellarocas 2003; Ha 2006; Keller 2007; Phelps et al. 2004).”
Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM (2019, background): “With the advent of digital media and new technologies, prior research has examined the effect of eWOM on purchase behaviours and its role in disseminating viral advertising (e.g. Phelps et al. 2004; Precourt 2015; Shin, Chae, and Ko 2018; Strutton, Taylor, and Thompson 2011).”
Viral Advertising in Social Media (2011, background): “Although Park, Kee, and Valenzuela (2009) posit that these four primary participation needs relate to social outcomes (i.e., civic and political participation), they also could predict group members' decision to pass on viral advertising (see Dobele et al. 2007; Phelps et al. 2004).”
Investigating generational differences in e-WOM behaviours (2011, background): “Thus WOM has become even more important (Huang & Chen 2006), as reflected in the growing body of literature on electronic word-of-mouth (e.g. Hennig-Thurau et al. 2004; Phelps et al. 2004; Riegner 2007; Duan et al. 2008; lee & Youn 2009; Park & lee 2009; Prendergrast et al. 2010).”