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    National Tsing Hua University Institutional Repository > 科技管理學院  > 科技管理研究所 > 期刊論文 >  Viral Marketing: A Study of E-Mail Spreading Behavior Across Gender

    Please use this identifier to cite or link to this item: http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61787

    Title: Viral Marketing: A Study of E-Mail Spreading Behavior Across Gender
    Authors: Hung-Chang Chiua;Monle Leeb;Jin-Rung Chen
    教師: 丘宏昌
    Date: 2007
    Publisher: Taylor & Francis
    Relation: Journal of Website Promotion,Taylor & Francis, Volume 2, Issue 3 & 4 May 2008 , pages 17 - 30
    Keywords: E-mail
    message content
    message source
    viral marketing
    Abstract: Businesses use viral marketing to build traffic and website awareness. Despite the fact that there are some successful examples, it is not clear how viral marketing works. This study examines the drivers of e-mail spreading behavior, such as message sources, message content, and network connection speed. Gender is used as a moderator in this study. After constructing an experimental design, 384 undergraduate students were asked to read a simulated e-mail and answer a corresponding questionnaire. The results provide evidence that partially supports the hypotheses. Managerial implications and future directions are then discussed.
    URI: www.taylorandfrancis.com
    Appears in Collections:[科技管理研究所] 期刊論文

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