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Transcript
Viral Marketing Communication â A study on consumer perception and response Potential negative impact Risk of backlash and negative brand impact Negative WoM can occur Negative WoM leads to boycott, ruin and unfavorable attitudes Hate sites May lead to negative perception of brands Consumer dependency Consumers unwilling to provide referrals unless there is some return Lack of legal standards Emerging legal issues have to be taken into consideration Lack of ethical standards Consumers may feel exploited, cheated, used Emerging ethical issues need to be considered Page 16 It is said that the existing literature on viral marketing can be categorized into four emerging research streams making both theoretical/conceptual and empirical contributions. They are outlined as below: Marketing Assignment Consumer privacy invasion
