{"id":42244,"date":"2012-11-08T09:00:02","date_gmt":"2012-11-08T10:00:02","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=42244"},"modified":"2012-11-06T11:31:56","modified_gmt":"2012-11-06T12:31:56","slug":"psychology-viral-marketing","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/psychology-viral-marketing\/","title":{"rendered":"The Psychology Behind Viral Marketing: Why People Share"},"content":{"rendered":"

\"\"<\/span>Did you know that a virus doesn\u2019t even have to mate? It just grows exponentially; hitching a ride on its host, taking over the host\u2019s functions in order to replicate itself inside every cell it comes into contact with.[1]<\/sup><\/p>\n

The term ‘virus’ has anything but a good connotation. The term ‘viral marketing’ brings about a very different response, however; one of intrigue, excitement, and curiosity.<\/p>\n

But what is it?<\/p>\n

According to Dr. Ralph F. Wilson, E-Commerce Consultant for Web Marketing Today Viral Marketing is “…any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message\u2019s exposure and influence.”<\/em><\/p>\n

He compares this type of marketing to viruses, stating that “Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.”[<\/sup><\/em>2]<\/sup><\/p>\n

While modern medical science knows the reasons why viruses insert their DNA into other cells, isn’t it an interesting question as to why people pass on marketing messages to others?<\/p>\n

What is it that makes one press the ‘forward<\/em>‘ button or the ‘share<\/em>‘ icon? <\/strong>This is an important question, because without someone making a conscious decision to pass on a marketing message, Viral Marketing simply wouldn\u2019t be possible.<\/p>\n

It is important for corporations to know the answer to this question for several reasons. Viral Marketing has several benefits[3]<\/sup><\/p>\n

    \n
  1. Increases Visibility<\/li>\n
  2. Establishes Consumer Credibility and Trust<\/li>\n
  3. Enhances Customer Interaction<\/li>\n
  4. Reduces Marketing Costs<\/li>\n<\/ol>\n

    The Psychology of Sharing<\/strong><\/p>\n

    Schutz (1966) developed a fundamental motivation theory which outlined three reasons why people engage in interpersonal communication[4]<\/sup>.<\/p>\n