Featured Research

from universities, journals, and other organizations

Share and share alike: How marketers can exploit infectious sharing behavior

Date:
March 8, 2012
Source:
Inderscience Publishers
Summary:
In the world of marketing, people who are thinking about sharing product information they find in online advertising are likely to first consider whether the information is relevant to friends and family in their social networks.

In the world of marketing, people who are thinking about sharing product information they find in online advertising are likely to first consider whether the information is relevant to friends and family in their social networks.

The notion of a piece of information, a video clip, amusing photo or informative email going "viral" was initially a purely organic concept where every consumers and users shared such an item to the point where few people would remain unaware of its existence. However, marketing and advertising executives quickly recognized the potential and now, it seems, spend a great deal of time and effort attempting to emulate the exponential awareness of this organic sharing. As such, there is a substantial body of research into what makes a natural digital entity "go viral" and how that process might be exploited by business for commercial gain. The not-for-profit and even government sectors are also keen to find success in this area.

James Coyle of Miami University in Oxford, Ohio, and colleagues point out that the old-school marketing techniques are not quite as sharp as they once were. "The effectiveness of the 'create once, run everywhere' traditional marketing method is blunted by the expansion of media options that now include consumer-controlled media online and on mobile devices," they explain in a forthcoming issue of the International Journal of Electronic Marketing and Retailing.

The researchers suggest that there are ways in which business and others can readily tap into "word-of-mouth" marketing and the so-called web 2.0 world of social networking and sharing. Unfortunately, the team suggests, the reasons why some viral campaigns succeed where others fail remain a mystery. To gain new insights into the nature of online virality, the team conducted surveys of two audience types: high-tech business-to-business users and people seeking consumer health information.

The team was able to assess the degree to which people in each group was willing to share a given marketing item as well as looking at how much those people shared in general on the internet and offline. They also asked questions to gauge the degree of caution individuals revealed in choosing what to share with scant knowledge about its source or the validity of the content. The team also determined how much information filtering the users undertook as well as measuring their personal involvement in the item being shared.

"In our study, in two very different product categories increased product involvement was a significant predictor in increased likelihood of sharing information from an online ad, " the team says. Similarly, they add, involvement was "how much an ad made participants think of others in their social network also contributed to higher intentions for sharing."


Story Source:

The above story is based on materials provided by Inderscience Publishers. Note: Materials may be edited for content and length.


Journal Reference:

  1. James R. Coyle, Ted Smith, Elizabeth Lightfoot, William Neace, Glenn Platt. 'Click here to share with a friend': a uses and gratifications approach to word-of-mouth marketing effectiveness. International Journal of Electronic Marketing and Retailing, 2011; 4 (4): 225 DOI: 10.1504/IJEMR.2011.045609

Cite This Page:

Inderscience Publishers. "Share and share alike: How marketers can exploit infectious sharing behavior." ScienceDaily. ScienceDaily, 8 March 2012. <www.sciencedaily.com/releases/2012/03/120308132804.htm>.
Inderscience Publishers. (2012, March 8). Share and share alike: How marketers can exploit infectious sharing behavior. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2012/03/120308132804.htm
Inderscience Publishers. "Share and share alike: How marketers can exploit infectious sharing behavior." ScienceDaily. www.sciencedaily.com/releases/2012/03/120308132804.htm (accessed July 28, 2014).

Share This




More Mind & Brain News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins