Abstract
Word of Mouth (WOM) and viral marketing communications are becoming increasingly important to marketers. Viral marketing has grown very quickly, and has been very successful in some instances - but giving control to the consumer in this way can present risks. There is no guarantee whether (or to whom) the message will be passed on; and in some cases, WOM can be damaging rather than advantageous to a brand.
This report examines this trend from the point of view of the consumer, using original qualitative and quantitative research.
Key themes of the report:
Sector Environment: Background information on some of the elements associated with viral marketing, including online social networking, message boards and forums, and online video.
WOM and Purchase Decisions: The relative importance of different factors when making purchase decisions, including: celebrity endorsement/sponsorship; advertising; other media (including TV programmes, press features); WOM (including online).
The Consumer Viewpoint: Segmentation and Issues: Consumer segmentation, and some of the major issues surrounding viral marketing and WOM.
New Ways of Marketing: Consumer attitudes to ' new' marketing methods, including: email marketing; mobile marketing; online sampling.
Individual Markets: The role of WOM and viral marketing in four separate sectors:
- Food, drink and groceries
- Cars
- Home and technology
- Holidays and travel
View Cart
