Message Gone Viral? Blame It on Altruistic, Yet Image-Conscious Internet ‘E-Mavens’
Altruistic, yet image-conscious Internet 'e-mavens' help make ad campaigns go viral, according to Melanie Dempsey, assistant professor at Ryerson University, and co-author of a recently published study on viral marketing. (Ryerson University)
Why do some online ad campaigns go viral while other online marketing messages gather “cyber-dust” on the information superhighway? The key may lie in the motivation of Internet users to email that content to their social network, say researchers from Ryerson University and Simon Fraser University.
“As more advertising dollars are shifted to viral marketing campaigns, little is known about the factors that contribute to their success, or the Internet users who voluntarily pass along this content,” says Melanie Dempsey, an assistant professor of marketing in the Ted Rogers School of Business Management.
Dempsey has co-authored a study on viral marketing with Jason Ho of Simon Fraser University. Their paper, Viral Marketing: Motivations to Forward Online Content, has been published online in the Journal of Business Research. (more…)
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