文章基本信息

标题：Viral marketing and music videos: when shock tactics backfire
本地全文：下载
作者：Lucy L. Henke
期刊名称：Journal of Behavioral Studies in Business
印刷版ISSN：1941-563X
电子版ISSN：1941-5508
出版年度：2012
卷号：5
出版社：Academic and Business Research Institute
摘要：Given the increasing importance of electronic word-of-mouth for consumer-generated promotion of goods and services, many brands have used shock tactics to break through the advertising clutter in attempts to “go viral.” The present study assesses how level of involvement with music moderates the impact of disgust on music consumers’ intentions to pass along content and attend a concert by the band. High involvement consumers exposed to disgust appeal were less likely to pass along the content, and less likely to attend a concert by the band. Interestingly, however, low involvement consumers were more likely to pass along disgusting content and attend a concert by the band using disgust appeal. Promotion managers need to understand the trade-offs involved in the use of disgust appeals.
关键词：viral marketing; music videos; shock; disgust appeal; pass-along; electronic word-ofmouth