Purpose: The aim of this study is to explore what makes an interactive viral marketing campaign effective in terms of Word-of-Mouth.
Background: With the growth of Internet, a new force of marketing has developed where the consumer is more involved in the marketing process. This thesis studies the underlying emotions and motivations of consumer incentives to engage in positive Word-of-Mouth, regarding an interactive viral marketing campaign.
Method: In order to fulfil the purpose of this study a case study is performed. An inductive approach is followed and qualitative research in the form of a netnography and interviews are used to collect the empirical material that is required in order to answer the given research questions. The netnography was performed on Facebook and ten respondents from the netnographical study were invited to participate in interviews.
Conclusion: Based on the frame of reference, a strong relationship was expected between certain emotions and the willingness to share or discuss Tipp-ex’s campaign. However, the results indicate that other variables such as Comprehension and Personalisation might have a greater effect on Word-of-Mouth incentives. Regarding motivations, Message- involvement was found to be the motivation that triggers a consumer to engage in Word-of-Mouth.
Source: Jönköping University
Author: Blomström, Richard | Lind, Emilia | Persson, Frida