| ชื่อเรื่อง | : | Forwarding viral messages what part does emotion play? |
| นักวิจัย | : | Dobele, Angela. , Beverland, Michael. , Lindgreen, Adam. , Wijk, Robert van. |
| คำค้น | : | 710302 Retail trade , TBA , 350204 Marketing and Market Research , Internet marketing. , Marketing research. , Viral marketing -- Emotion -- Word-of-mouth -- Referral |
| หน่วยงาน | : | Central Queensland University, Australia |
| ผู้ร่วมงาน | : | - |
| ปีพิมพ์ | : | 2549 |
| อ้างอิง | : | http://hdl.cqu.edu.au/10018/6563 , http://acquire.cqu.edu.au:8080/vital/access/manager/Repository/cqu:74 , http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/documents/Dobele_Angela.pdf , cqu:74 |
| ที่มา | : | Dobele, A., Beverland, M., Wijk, R van & Lindgreen, A. 2006, ‘Forwarding viral messages: what part does emotion play?', ANZMAC Conference Proceedings, QUT, Brisbane. (as viewed on 25/5/2007) http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/documents/Dobele_Angela.pdf |
| ความเชี่ยวชาญ | : | - |
| ความสัมพันธ์ | : | ANZMAC 2006 Conference Proceedings. Brisbane, Qld : Queensland University of Technology, 2006 p. 1-6 6 pages Refereed 1741071593 , aCQUIRe [electronic resource] : Central Queensland University Institutional Repository. |
| ขอบเขตของเนื้อหา | : | - |
| บทคัดย่อ/คำอธิบาย | : | Viral marketing continues to prove a cost effective and efficient tool for the dissemination of marketing messages from firms to clients and beyond. But why is it that some messages are forwarded (and forwarded again and again and again) while other messages do not make it past the first inbox? This paper uses ten viral messages to explore the forwarding behaviour of ten viral messages. Forwarding/non-forwarding behaviour is linked to emotion as a possible motivator and explanation of behaviour. Results indicate that the use of emotion, specifically humour, matched with an original use of technology encourages forwarding behaviour. Males and females are alike in their willingness to forward a message that engages them and to delete a message that does not, for example, make them laugh. |
| บรรณานุกรม | : |
Dobele, Angela. , Beverland, Michael. , Lindgreen, Adam. , Wijk, Robert van. . (2549). Forwarding viral messages what part does emotion play?.
กรุงเทพมหานคร : Central Queensland University, Australia. Dobele, Angela. , Beverland, Michael. , Lindgreen, Adam. , Wijk, Robert van. . 2549. "Forwarding viral messages what part does emotion play?".
กรุงเทพมหานคร : Central Queensland University, Australia. Dobele, Angela. , Beverland, Michael. , Lindgreen, Adam. , Wijk, Robert van. . "Forwarding viral messages what part does emotion play?."
กรุงเทพมหานคร : Central Queensland University, Australia, 2549. Print. Dobele, Angela. , Beverland, Michael. , Lindgreen, Adam. , Wijk, Robert van. . Forwarding viral messages what part does emotion play?. กรุงเทพมหานคร : Central Queensland University, Australia; 2549.
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