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.

Related Articles


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 December 19, 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 December 19, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, December 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) — In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) — Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) — Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com
1st Responders Trained for Autism Sensitivity

1st Responders Trained for Autism Sensitivity

AP (Dec. 16, 2014) — More departments are ordering their first responders to sit in on training sessions that focus on how to more effectively interact with those with autism spectrum disorder (Dec. 16) Video provided by AP
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:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

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