Search results for "Viral process"

Viral marketing through e-mail: the link company-consumer

2013

Purpose – The purpose of this paper is to identify the antecedents that may determine the opening of e-mails from companies that endeavour to promote their products, and what may motivate individuals to forward such messages to others. Design/methodology/approach – The paper presents exploratory research to approach the nature of the viral process and descriptive research for testing the proposed hypotheses. Findings – The opening of an e-mail is determined by the value that an individual may perceive that the message might contain. Forwarding of the message is determined by its opening, and by the individual's perception about the value of the message it may provide to others, besides the…