Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email.

Although viral marketing has garnered a great deal of attention in the trade pres almost nothing is known about the motivations, attitudes, and behaviors of the nation (those sending the email to others) that constitute the essential composing of any such strategy. This article reports the be the effects of three studies that examine consumer answers and motivations to pass along email. Implications for target selection and message creation are discussed for advertising practitioners interested in implementing viral efforts, and suggestions for coming time research relating to ...