Factors Affecting the Success of Viral Marketing An Affective – Cognitive- Behavioral Process

Kim Huynh


Viral marketing is an inexpensive method which has a tremendous impact on consumer purchasing behavior. However, literature about the cognitive, affective, and behavior of people that constitute the essential component of any such strategy is rare. This conceptual paper develops a cognitive-affective-behaviour model of viral marketing via the integration of tie strength, perceptual affinity, emotions. The goal of this paper is to investigate factors affecting to the success of viral advertising. The research implies that tie strength, perceptual affinity, emotions has strong effects on the success of viral advertising. These elements have their own impact on different stages of viral advertising to provide marketers a strong tool with which to develop a great viral campaign.

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DOI: https://doi.org/10.5430/bmr.v5n1p40


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Business and Management Research
ISSN 1927-6001 (Print)   ISSN 1927-601X (Online)

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