E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR

Proliferation of the Internet provides new ways for consumers to acquire information on products and services from other consumers. This type of communication is regarded as similar to word-of-mouth (W-O-M) and called word-of-mouse or online word-of-mouth communication which empowers consumers. Consumers share their opinions with connected others by sending e-mails, post comments and feedbacks to websites and forums, publish online blogs, and form and join to communities on the Internet. Viral Marketing-the tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat- is therefore emerging as an important means to “spread the word ” and stimulate the trial, use and adoption of products and services. The aim of this paper is to review the impact of emotions on e-mail sending and receiving behaviors of consumers to understand the mechanism of viral marketing. Following a theoretical discussion describing networks, proliferation of computer-mediated communication, the viral marketing concept, and increasing power of consumers, the results of a survey on emotions behind e-mail sending and receiving behaviors of individuals which is conducted online are evaluated. The findings demonstrate the emotions behind consumers ’ “spread the word ” and share information with others by e-mails