Why Pass on Viral Messages? Because They Connect Emotionally

By A. Dobele, A. Lindgreen, M. Beverland, J. Vanhamme, R. V. Wijk. 2007

462 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/e3f17ba27083d43fe78cec4166a1e3f0b37bfab5

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Citations in the corpus

Creative determinants of viral video viewing (2010, background): “…this paper are relatively broad creative drivers. future research could focus on more specific creative attributes and responses. for example, dobele et al. (2007) asserted that, in order to be effective, viral messages need to contain the element of surprise (though surprise alone is not…”
Investigating generational differences in e-WOM behaviours (2011, background): “Recipients are presumably naturally more predisposed to pay attention to forwarded messages and to evaluate their content more favourably (Dobele et al. 2007).”
The Emotions that Drive Viral Video (2013, background): “Dobele et al. (2007) examined six primary emotions (surprise, fear, sadness, joy, disgust and anger), with sub-emotions used to capture the total strength with which primary emotions were felt.”
Viral Advertising in Social Media (2011, background): “Dobele et al. (2007) argue that emotional connection plays a critical role in influencing forwarding behavior, such that effective viral messages need to contain surprise.”
Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing (2019, background): “Furthermore, information considered entertaining, exciting, amusing, interesting, or fun is more likely to be virally spread (Dobele, Lindgreen, Beverland, Vanhamme, & Van Wijk, 2007; Golan & Zaidner, 2008).”
The Effects of the Social Structure of Digital Networks on Viral Marketing Performance (2008, background): “Additionally, important information as to why consumers propagate viral marketing messages, such as emotional engagement with the message (Dobele et al. 2007) or why consumers seek or provide an opinion for word-of-mouth networks (Goldsmith and Horowitz 2006), is difficult to obtain without…”
Good Friends, Bad News - Affect and Virality in Twitter (2011, background): “Similarly, based on a qualitative analysis of nine viral marketing campaigns, Dodele et al. [5] conclude that the key to success is the ability to stir up an emotional arousal among the people who pass along the message.”
Virtual communities: A marketing perspective (2009, background): “…evaluations, make the virtual community a powerful platform for exploiting consumer-to-consumer recommendations, for example, by means of viral marketing campaigns, i.e., using online consumer-toconsumer referrals as a means of multiplying the popularity of a brand, product, or company [24] [84].”
Self-Enhancement as a Motivation for Sharing Online Advertising (2012, background): “…Ho and Dempsey 2010; Keller 2007; Phelps et al. 2004), including indications that messages are more likely to be forwarded when they evoke emotion (Dobele et al. 2007; Eckler and Bolls 2011; Phelps et al. 2004), titillate (Porter and Golan 2006), amuse (Brown, Bhadury, and Pope 2010), or have…”