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JOURNAL OF INTERACTIVE MARKETING® HIGHLIGHTS CONSUMER DECISION-MAKING PROCESSES IN MOBILE VIRAL MARKETING
Friday, May 2, 2014
-Academic experts test psychographic influences of mobile user behavior with marketing content when reading, clicking through & deciding to share-
NEW YORK – What makes a mobile user decide (or not) to share marketing content with others? A recently published academic journal article explores those motivations: “Consumer Decision-making Processes in Mobile Viral Marketing Campaigns” (Journal of Interactive Marketing®, Vol. 28, Issue 1, February 2014).
The Journal of Interactive Marketing is a quarterly academic journal published by Elsevier, Inc., on behalf of Marketing EDGE, a nonprofit education organization formerly known as the Direct Marketing Educational Foundation. In addition to the mobile viral marketing feature, the Journal ‘s first quarter edition also includes articles on user-generated video, brand loyalty across various sophistication of technology users, testing for non-response bias, price testing, among more.
MOBILE SHARING OF MARKETING CONTENT: In the Journal article, researchers tested five hypotheses:
- Consumers who place high importance on the entertainment value of a mobile-delivered advertising message are more likely to read, express interest and decide to share the content: This was found to be TRUE.
- Consumers who place high importance on the purposive value are more likely to read, express interest and decide to share the content: This was found to be partly TRUE – for those expressing interest and deciding to share content only.
- The usage intensity of the referral medium has a positive influence of making the decision to refer. This was found to be TRUE – heavy mobile users were more likely to share.
- Tie strength – in other words, how close a user believes he or she is toward others in his or her network – has a negative influence on the likelihood of referring mobile marketing content to others. This was found to be TRUE. That is, users share marketing content more often with distant contacts than closer ones.
- Centrality – how much of a “hub” a user believes he or she is among his or her network – has a positive influence on the likelihood of referring mobile marketing content to others. This was found to be FALSE.
EXPERTS: Three co-authors, Christian Pescher, Phillip Reichhart and Martin Spann (Institute of Electronic Commerce and Digital Markets, Ludwig-Maximilians-University, Munich, Germany) Journal of Interactive Marketing Editor: Charles Hofacker (Florida State University)
EDITORIAL INTERVIEW ARRANGEMENTS: Contact Chet Dalzell for editorial interview arrangements, article support and conference speaking: 917.608.2251, CDalzell@marketingEDGE.org
A print or soft copy of the Journal is also available to editors and reporters upon request.
About Journal of Interactive Marketing
The Journal of Interactive Marketing (JIM) is a premier academic research journal which serves as a catalyst for identifying issues and shaping ideas associated with the expanding electronic, interactive, and direct marketing environments. JIM publishes leading-edge, high-quality and original results, methodologies, theories, concepts, models and applications on any aspect of interactive marketing. JIM has no preferred or disallowed methodologies, but is open to conceptually rigorous approaches of any type. Articles address current or emerging managerial problems and have the potential to impact practice and theory in digital marketing and related areas. For subscription information, visit: http://www.journals.elsevier.com/journal-of-interactive-marketing
About Marketing EDGE
Headquartered in New York City, Marketing EDGE works to Educate, Develop, Grow, and Employ college students in the field of marketing, thereby, expanding and enriching the talent pool of market-ready professionals. In June 2013, in response to the shifts within the marketing field, the organization changed its name from Direct Marketing Educational Foundation (DMEF) to Marketing EDGE. The name better reflects how it is serving the dynamic field of marketing; connecting with students, academics, career centers, corporations, and independent professionals; and streaming top talent into the industry.
As a 501(c)(3) nonprofit organization, tax deductible contributions from individuals and corporations are the lifeblood of Marketing EDGE. Today, we are recognized as the only nonprofit organization solely dedicated to students through scholarships, education, career development and job placement, empowering the next generation of marketing leaders. For additional information about Marketing EDGE, its mission and its programs, visit: www.marketingEDGE.org.
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