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Why Pass on Viral Messages Because They Connect Emotionally Case Solution & Answer

Posits that successful viral marketing campaigns provoke an emotional response in the recipient. Working under this premise, the effects of viral messages containing the six primary emotions (surprise, happiness, sadness, anger, fear and disgust) on emotional responses profitable viral marketing campaigns and subsequent transfer behavior are examined. According to the results, in order to be effective, the message must contain the viral element of surprise. By itself, but the surprise is not enough to guarantee success message, therefore, should be combined with other emotions. The efficiency of the viral message is also driven by sex, with the base of disgust and fear based be capable of being transmitted by male receivers campaigns targeted women. To ensure transmission behavior, the message must capture the imagination of the receiver, and clearly directed. In addition, the completion of the fit between a campaign and emotions characteristic is important because it provides a greater chance of the expedition. In addition to the transmission of these and other results, actions and considers the implications for the management of the use of different emotions in viral marketing campaigns. Finally, culture is recognized as an influential factor.
by
Angela Dobele,
Adam Lindgreen,
Michael Beverland,
Joelle Vanhamme,
Robert Van Wijk
Source: Business Horizons
14 pages.
Publication Date: June 1, 2007. Prod #: BH239-PDF-ENG
Why go viral messages? Because if they connect emotionally Solution

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