Elsevier

Business Horizons

Volume 50, Issue 4, July–August 2007, Pages 291-304
Business Horizons

Why pass on viral messages? Because they connect emotionally

https://doi.org/10.1016/j.bushor.2007.01.004Get rights and content

Abstract

In this article, we identify that successful viral marketing campaigns trigger an emotional response in recipients. Working under this premise, we examine the effects of viral messages containing the six primary emotions (surprise, joy, sadness, anger, fear, and disgust) on recipients' emotional responses to viral marketing campaigns and subsequent forwarding behavior. According to our findings, in order to be effective, viral messages need to contain the element of surprise. By itself, however, surprise is not enough to guarantee message success; therefore, it must be combined with other emotions. The effectiveness of the viral message is also moderated by gender, with disgust-based and fear-based campaigns being more likely to be forwarded by male recipients than female recipients. To ensure forwarding behavior, the message must capture the imagination of the recipient, as well as be clearly targeted. Moreover, achieving fit between a campaign and the featured emotions is important, as this ensures an increased chance of forwarding. In addition to relaying these and other findings, we share and discuss the managerial implications of using different emotions in viral marketing campaigns. Finally, culture is recognized as an influencer.

Section snippets

Viral messages: Do we really know how they work?

Viral marketing has been described as “the process of getting customers to pass along a company's marketing message to friends, family, and colleagues” (Laudon & Traver, 2001, p. 381). Like a virus, information about the company and its brand message, goods, or services is spread to potential buyers, who then pass the information along to other potential buyers such that a huge network is created rapidly (Dobele et al., 2005, Lindgreen and Vanhamme, 2005). Viral marketing has gained tremendous

It's all about emotions: Why are they important?

In this article, we argue that viral marketing messages must build an emotional connection between the campaign and the recipient in order to ensure that the virus gets spread. Why emotions? By interviewing three leading spokespersons of electronic marketing businesses (Yankee Group, Giga Information Group, and Aberdeen), Hirsh (2001) discovered that viral marketing campaigns should be either intriguing, passionate, fun, unique, or create interest (e.g., incorporating interactive games). As

The method

We selected nine viral marketing campaigns to study, details of which are provided in Table 2. From a list of numerous potential candidates, these nine campaigns were chosen on the basis of two main criteria: being global and being successful. A convenience sample was used for individual selection. Success was judged from the initiator's perspective through increased turnover, sales, or brand development, or in terms of how far the message spread. However, the final selection of campaigns could

Surprise-based campaigns

In our study, surprise was the dominant emotion identified by the consumers across each campaign. The emotion of surprise is generated when something is unexpected or misexpected, with surprise resulting in responses of amazement and astonishment (Ekman & Friesen, 1975). For example, Amazon's Weapons of Mass Destruction viral marketing campaign masterfully employed the emotion of surprise. As one study respondent commented, “When the page opened, I thought I had made a mistake and got something

Two keys to secure the success of viral messages

Our analysis of the comments made by campaign and viral message recipients suggests that emotions may not be enough to secure action, and thereby achieve success. Through scrutiny of the open-ended responses of interviewees, two main themes emerged. First, the campaigns triggered ‘something’ in the respondents who forwarded these messages. The messages captured the imagination of the recipient in such a way as to produce an action: forwarding behavior. Second, the most downloaded campaigns were

Six things to remember for achieving fit between emotions and viral messages

Our analysis of the nine viral marketing campaigns leads to the important managerial implication that marketers must achieve fit between a key emotion and their brand or viral marketing campaign because this will ensure increased chance of forwarding. Keeping in mind that all campaigns must achieve an element of surprise, suggested fit is covered in the six points below.

  • (1)

    Viral marketing campaigns that use joy are best suited to irreverent or fun brands (e.g., Virgin, Apple, Chick-Fil-A), or

Conclusions

In today's increasingly competitive business environment, viral marketing is only an effective marketing tool so long as it encourages consumers to take action as a result of the message (i.e., consume the brand, product, or service advertised) and pass along that message to other prospects. Therefore, the goal of viral marketing is twofold: consumption and forwarding behavior. This article contributes to the literature by considering nine viral campaigns and the success or failure of each on

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    The authors contributed equally.

    1

    (c/o Adam Lindgreen).

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