Change search
ReferencesLink to record
Permanent link

Direct link
Triggering Factors for Word-of-Mouth: A case ctudy of Tipp-Ex's viral marketing campaign
Jönköping University, Jönköping International Business School, JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The aim of this Bachelor Thesis is to explore what makes an interactive viral marketing campaign effective in terms of Word-of-Mouth.

Background: With the growth of Internet, a new force of marketing has developed where the consumer is more involved in the marketing process. This thesis studies the underlying emotions and motivations of consumer incentives to engage in positive Word-of-Mouth, regarding an interactive viral marketing campaign.

Method: In order to fulfil the purpose of this study a case study is performed. An inductive approach is followed and qualitative research in the form of a netnography and interviews are used to collect the empirical material that is required in order to answer the given research questions. The netnography was performed on Facebook and ten respondents from the netnographical study were invited to participate in interviews.

Conclusion: Based on the frame of reference, a strong relationship was expected between certain emotions and the willingness to share or discuss Tipp-ex’s campaign. However, the results indicate that other variables such as Comprehension and Personalisation might have a greater effect on Word-of-Mouth incentives. Regarding motivations, Message- involvement was found to be the motivation that triggers a consumer to engage in Word-of-Mouth. 

Place, publisher, year, edition, pages
2012. , 54 p.
Keyword [en]
Interactive Viral Campaign, Word-of-Mouth, Tipp-Ex, Motivations, Emotional Involvement
National Category
Business Administration
URN: urn:nbn:se:hj:diva-18179OAI: diva2:529823
Social and Behavioural Science, Law
Available from: 2012-06-19 Created: 2012-05-31 Last updated: 2012-06-19Bibliographically approved

Open Access in DiVA

fulltext(3170 kB)2247 downloads
File information
File name FULLTEXT01.pdfFile size 3170 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership)JIBS, EMM (Entrepreneurship, Marketing, Management)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2247 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 856 hits
ReferencesLink to record
Permanent link

Direct link