Viral Marketing and the Impact of Facebook's Like-Button. A Study on the Motivations to Participate in Viral Marketing

      Аннотация: Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions.

Ключевые слова: facebook, viral marketing, Viral Advertising, Like Button