La motivation à partager un message préventif viral: application à une vidéo d’éducation financière sur Facebook

Amira Berriche () and Daphné Salerno ()
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Amira Berriche: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique
Daphné Salerno: ILIS - Institut Lillois d'Ingénierie de la Santé - Université de Lille, Droit et Santé

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Abstract: Motivation to share a preventive viral message: an application to a financial education video on Facebook The use of social networks such as Facebook is growing in several areas of social marketing (health, road safety, consumer financial education). This paper focuses on the transmitter of a viral preventive message and more spe- cifically on its egoistic empathic motivations for sharing (empathy-reward vs empathy-punishment). It analyses the influence of the congruence between the message framing (gains vs losses) and the regulatory focus of the transmitter (promotion vs prevention) on these motivations for sharing via the attitude towards the message. The empirical study is carried out in the field of consumer financial education. This is a pioneering analysis of the initial seeding phase of this kind of message. The recommendations are intended to help with the design of the message and to improve the segmentation and targeting practices of potential transmitters in this phase.

Keywords: viral marketing; social marketing; egoistic empathic motivations for sharing; regulatory fit; attitude towards the message.; marketing viral; marketing social; motivations d’égoïsme empathique de partage; congruence régu- latrice; attitude envers le message. (search for similar items in EconPapers)
Date: 2017-08-16
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2017, 86, pp.09-30. ⟨10.7193/DM.086.09.30⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308338

DOI: 10.7193/DM.086.09.30

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