Title: Inside the host's mind: psychological principles of viral marketing

Authors: Joerg Wolter; Vincent Barth; Eva-Maria Barthel; Julia Gröbel; Elena Linden; Yvonne Wolf; Eva Walther

Addresses: PASS Consulting Group, Aschaffenburg, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany ' Department of Psychology, University of Trier, Universitätsring 15, 54286 Trier, Germany

Abstract: Although viral marketing is a timely and often used concept to promote brand and products, little is known yet about the psychological factors producing a successful marketing campaign. Based on a review and analyses of the literature, the basic psychological principles related to viral marketing success are delineated in this article. Specifically, the following aspects are addressed: motivational and behavioural characteristics of the user, optimal seeding strategies, network selection decisions, positive or negative affect elicited by campaigns, levels of consumer involvement and issues of the technical design. According to our findings we postulate seven important psychological propositions and provide some practical guidance for applying these principles in order to maximise success.

Keywords: viral marketing; psychology; eWOM; electronic WOM; word of mouth; viral advertising; seeding strategy; user motivation; user behaviour; network selection; consumer involvement; technical design.

DOI: 10.1504/IJIMA.2016.076981

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.1/2, pp.54 - 89

Accepted: 19 Dec 2015
Published online: 16 Jun 2016 *

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