| Abstract [eng] |
Different content characteristics of a viral marketing message are related to respectively different human motivators for sharing the viral marketing message. In an event of a successfull viral marketing message the consumer passes it on to others, and the latter yet to others – creating exponential growth. The result of viral marketing – an effective, catchy, emotional message that becomes a „virus“ with the help of internet. People share a marketing message for different reasons, e.g. altruistic incentives, the want to belong, the want to stand out, or for personal growth. It is important to note that when creating viral marketing messages it is relevant to know what message contents will be incisive in what contexts. The subject – the connection between motivators for sharing and decision to share viral marketing messages in the context of message characteristics. The purpose of this work – theoretically validate and empirically verify the connection between the motivators for sharing a viral marketing message and its sharing in the context of the effect of viral message characteristics. To achieve this objective the following exercises were raised: 1. Argue the meaning and issues between the motivations to share a viral marketing message and a decision to share it. 2. Analyse the conceptual meaning of viral marketing. 3. Analyse the principles of creating and sharing of a viral marketing message, and identify the motivators for sharing a viral marketing message. 4. Summarise and base on theory the connection between the motivators for sharing a viral marketing message and its sharing in the context of the effect of viral message characteristics. 5. To carry out an empirical analysis of the motivators for sharing a viral marketing message and its sharing in the context of the effect of viral message characteristics, and to summarise the obtained results. 415 respondents took part in the quantitative research - in the form of a questionnaire. The questionnaire was comprised of 64 questions that can be divided into 11 question blocks. The chosen sample size enabled to perform the research with a 5% tolerance. The video clip „Love Has No Labels“ created by „Ad Council“ was used during the research. This clip was chosen due to particular criteria. The results show that there is no statistically significant relation between the motivators for sharing and inclination to share. Statistically significant relation was found between the motivators for sharing and the message characteristics, also between the message characteristics and the inclination to share. The results of moderated regression analysis show that the clip characteristic “emotionality” wasn’t a moderate factor. The following moderating factors were established: emotionality, relevance, and artist credibility as characteristics of a video clip. The uniqueness and relevance have a statistically significant and positive effect on the inclination to share provided there are different motivators for sharing. |
