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The decision‐making process in viral marketing—A review and suggestions for further research
Author(s) -
Reichstein Thomas,
Brusch Ines
Publication year - 2019
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21256
Subject(s) - viral marketing , process (computing) , work (physics) , decision aids , field (mathematics) , decision making , marketing , decision process , marketing research , psychology , computer science , knowledge management , business , process management , engineering , medicine , mathematics , world wide web , operating system , mechanical engineering , alternative medicine , pathology , purchasing , pure mathematics , social media
Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing.