 Exploring users' motivations to participate in viral communication on social mediaMaria Teresa Borges-Tiago, Flávio Tiago and Carla Cosme Journal of Business Research, 2019, vol. 101, issue C, 574-582 Abstract: Despite the popularity of viral marketing, its influencing factors have not been thoroughly investigated, especially in the context of social media. Successful viral communication depends on the sender's ability to turn receivers into active marketers, which requires the sender to consider both the perspective of the user/recipient and the message content. As the best means of engaging with social-media users and leading them to make a communication viral remains debated, this study seeks to determine the factors that influence users' willingness to share viral content. In this investigation, partial least squares structural equation modeling was employed to analyze data gathered from an online survey of Facebook users, focusing on a case study of a Facebook event. The results showed that meaningful content affects users' attitudes regarding sharing communications, and revealed significant differences between user groups regarding the effect the emotional tone and arousal level of content has on sharing behaviors. Keywords: Social media; Viral marketing communication; Facebook; Pass-on behavior; Sharing behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:574-582 DOI: 10.1016/j.jbusres.2018.11.011 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.