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

Year 2009, Volume: 10 Issue: 1, 55 - 78, 01.03.2009

Abstract

İnternetin yaygınlaşması, tüketicilere ürün ve hizmetler hakkında diğer tüketicilerden bilgi edinmenin yeni yollarını sunmaktadır. Bu tür iletişim ağızdan ağza iletişimin bir türü olarak görülmekte, ağızdan fareye ya da çevrimiçi ağızdan ağza iletişim olarak adlandırılırken, tüketicilere de güç

References

  • Alkemade, F. & Castaldi, C. (2005). Strategies for the Diffusion of Innovations on Social Networks. Computational Economics, 25(1- 2), 3-23.
  • Annen, K. (2003). Social Capital, Inclusive Networks, and Economic Performance. Journal of Economic Behavior & Organization, 50(4), 449-463.
  • Ansell, C. (2007). The Sociology of Governance. In M. Bevir (Ed.), Encylopedia of Governance, Sage Publications. Retrieved April 25, 2009, from the World Wide Web: polisci.berkeley.edu/Faculty /bio/permanent/Ansell,C/Encyclopedia/SOCIOLOGY%20OF%20GO VERNANCE.doc
  • Boase, J. & Wellman, B. (2001). A Plague of Viruses: Biological, Computer and Marketing. Current Sociology, 49(6), 39-55.
  • Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Consumer Research, 28, 129-133.
  • Chiang, Y.S. (2007). Birds of Moderately Different Feathers: Bandwagon Dynamics and the Threshold Heterogeneity of Network Neighbors. The Journal of Mathematical Sociology, 31(1), 47-69.
  • Coleman, J.S. (1988). Social Capital in the Creation of Human Capital. American Journal of Sociology, 95, 95-120.
  • Coleman, J.S. (1990). Foundation of Social Theory. Cambridge: Belknap Press of Harvard University.
  • Coleman, J.S., Katz, E. & Menzel, H. (1957). The Diffusion of an Innovation among Physicians. Sociometry, 20, 253-270.
  • Coleman, J.S., Katz, E. & Menzel, H. (1959). Social Processes in Physicians' Adoption of a New Drug. Journal of Chronic Diseases, 9, 1-19.
  • Coleman, J.S., Katz, E. & Menzel, H. (1966). Medical Innovation: A Diffusion Study. Indianapolis, IN: Bobbs-Merrill.
  • De Bruyn, A. & Lilien, G.L. (2008). A Multi-Stage Model of Word-of- Mouth Influence through Viral Marketing. International Journal of Research in Marketing, 25(3), 151-163.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424.
  • Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. & Van Wijk, R. (2007). Why Pass on Viral Messages? Because They Connect Emotionally. Business Horizons, 50(4), 291-304.
  • Dobele, A., Toleman, D. & Beverland, M. (2005). Controlled Infection Spreading the Brand Message through Viral Marketing. Business Horizons, 48(2), 143-149.
  • Flora, J.L. (1998). Social Capital and Communities of Place. Rural Sociology, 63(4), 481-506.
  • Foth, M. (2006). Sociocultural Animation. In S. Marshall, W. Taylor, and X. Yu, (Eds.), Encyclopedia of Developing Regional Communities with Information and Communication Technology (pp. 640-645). Hershey, PA: Idea Group Reference (IGI Global).
  • Fukuyama, F. (2001). Social Capital, Civil Society and Development. Third World Quarterly, 22(1), 7-20.
  • Gatarski, R. (2002). Breed Better Banners: Design Automation through On-Line Interaction. Journal of Interactive Marketing, 16(12), 2-13.
  • Godin, S. (2001). Unleashing The Ideavirus: Stop Marketing At People Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You. New York: Hyperion.
  • Goldsmith, R. (2002). Viral Marketing: Get Your Audience to Do Your Marketing for You. London: Pearson Education.
  • Granovetter, M. (1985). Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology, 91(3), 481-510.
  • Green, A. (2006). Effective Communication Skills for Public Relations. London: Kogan Page, Limited.
  • Hampton, K. & Wellman, B. (1999). Netville Online and Offline: Observing and Surveying a Wired Suburb. American Behavioral Scientist, 43(3), 475-492.
  • Haruvy, E. & Prasad, A. (2001). Optimal Freeware Quality in the Presence of Network Externalities: An Evolutionary Game Theoretical Approach. Journal of Evolutionary Economics, 11(2), 231–48.
  • Internet World Stats (2009). Internet Usage in Europe / Internet Users Statistics & Population for 53 European Countries and Regions. Retrieved February 25, 2009, from the World Wide Web: http://www.internetworldstats.com/stats4.htm.
  • Johnson, S. (2001). Emergence: The Connected Lives of Ants, Brains, Cities and Software. London: Allen Lane/Penguin.
  • Kazienko P. & Musiał, K. (2006). Social Capital in Online Social Networks. In B. Gabrys, R.J. Howlett, and L.C. Jain (Eds.), Knowledge-Based Intelligent Information and Engineering Systems, (Lecture Notes in Computer Science, Volume 4252/2006) (pp. 417-424). Berlin: Springer-Verlag.
  • Krishnamurthy, S. (2001). Understanding Online Message Dissemination: Analyzing "Send a Message to a Friend". First Monday, 6(5), May 2001, Retrieved April 14, 2009 from the World Wide Web: http://firstmonday.org/issues/issue6_5/krishnamurthy/index.html.
  • Laudon, K.C. & Traver, C.G. (2001). E-Commerce: Business, Technology, Society. Boston: Addison-Wesley.
  • Li, C. & Bernoff, J. (2008). Groundswell: Winning in a World Transformed be Social Technologies. Boston, MA: Harvard Business School Press.
  • Li, C. & Bernoff, J. (2009). Marketing in the Groundswell. Boston, MA: Harvard Business School Press.
  • Lindgreen, A. & Vanhamme, J. (2005). Viral Marketing: The Use of Surprise. In I.C. Clarke & T.B. Flaherty (Eds.), Advances in Electronic Marketing (pp. 122−138). Hershey, PA: Idea Group.
  • Lodish, L.M., Morgan, H.L., & Kallianpur, A. (2001). Entrepreneurial Marketing / Lessons from Wharton’s Pioneering MBA Course. New York: John Wiley & Sons.
  • McConnell, B. & Huba, J. (2007). Citizen Marketers: When People are the Message. Chicago, IL: Kaplan Publishing.
  • Minniti, M. (2005). Entrepreneurship and Network Externalities. Journal of Economic Behavior & Organization, 57(1), 1-27.
  • Mohr, I. (2007). Buzz Marketing for Movies. Business Horizons, 50(5), 395-403.
  • Müller, C. (1999). Networks of ‘Personal Communities' and 'Group Communities' in Different Online Communication Services. Paper presented at the Exploring Cyber Society Conference, July 5-7 1999, at the University of Northumbria at Newcastle/UK. Retrieved April http://www.socio5.ch/pub/newcastle.html. from the World Wide Web:
  • Nunnally, J.C. (1978). Psychometric Theory, 2nd Edition. New York: McGraw-Hill.
  • Onyx, J. & Bullen, P. (2000). Measuring Social Capital in Five Communities. Journal of Applied Behavioral Science, 36(1), 23-42.
  • Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Word-Of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333-348.
  • Pigg, K.E. & Crank, L.D. (2004). Building Community Social Capital: The Potential and Promise of Information and Communications Technologies. The Journal of Community Informatics, 1(1), 58-73.
  • Portes, A. (1998). Social Capital: Its Origins and Applications in Modern Sociology. Annual Review of Sociology, 24, 1-24.
  • Preibusch, S., Hoser, B., Gürses, S. & Berendt, B. (2007). Ubiquitous Social Networks – Opportunities and Challenges for Privacy-Aware User Modelling. In Proceedings of the Data Mining for User Modelling Workshop (DM.UM'07) at UM 2007, Corfu, June 2007. Retrieved April 02, 2009, from the World Wide Web: http://vasarely.wiwi.hu-berlin.de/DM.UM07/Proceedings/05- Preibusch.pdf
  • Putnam, R. (1993). The Prosperous Community Social Capital and Public Life. American Prospect, 13(Spring), 35-42.
  • Rheingold, H. (2000). The Virtual Community: Homesteading on the Electronic Frontier, Revised Edition. Cambridge, MA: The Harvard University Press.
  • Rosen, E. (2000). The Anatomy of Buzz. New York: Doubleday.
  • Shankar, V., Smith, A.K. & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153-175.
  • Silverman, G. (2001). Secrets of Word-of-Mouth Marketing: Hoe to Trigger Exponential Sales through Runaway Word of Mouth. New York: AMACOM.
  • Stromer-Galley, J. (2003). Diversity of Political Conversation on the Internet: Users’ Perspectives. Journal of Computer-Mediated Communication (JCMC), 8(3). Retrieved April 3, 2009, from the World Wide Web: http://jcmc.indiana.edu/vol8/issue3/stromer galley.html
  • Subramani, M.R. & Rajagopalan, B. (2002). Examining Viral Marketing - A Framework for Knowledge Sharing and Influence in Online Social Networks. Retrieved March 25, 2009, from the World Wide Web: http://www.misrc.umn.edu/workingpapers/fullPapers/2002/0212_0 50102.pdf
  • Sweeney, S. (2007). 3G Marketing on the Internet: Third Generation Internet Marketing Strategies for Online Success, 7th Edition. Gulf Breeze, FL, USA: Maximum Press.
  • The Research Advisors (2006). Sample Size Table. Retrieved January 26, 2009, advisors.com/tools/SampleSize.htm Wide Web: http://research
  • Tinson, J. & Ensor, J. (2001). Formal and Informal Reference Groups: An Exploration of Novices and Experts in Maternity Services. Journal of Consumer Behavior, 1(2), 174-183.
  • Tuomi, I. (2003). ICTs and Social Capital / Setting the Scene. Workshop on ICTs and Social Capital in the Knowledge Society, 4 November 2003. Retrieved April 26, 2009, from the World Wide Web: http://www.meaningprocessing.com/personalPages/tuomi/articles/ ICTsAndSocialCapital.pdf.
  • Van der Graaf, S. (2004). Viral Experiences: Do You Trust Your Friends? In S. Krishnamurthy (Ed.), Contemporary Research in E-Marketing, (Volume 1) (pp. 166-185). Hershey, PA: IGI Global.
  • Van Hove, L. (1999). Electronic Money and the Network Externalities Theory: Lessons for Real Life. Netnomics, 1(2), 137–171.
  • Vanier, F. (2009a). World Broadband Statistics: Q4 2008. Point Topic Ltd. March 2009. Retrieved March 01, 2009, from the World Wide Web: World%20Broadband%20Statistics%20Q4%202008.pdf
  • Vanier, F. (2009b). World Broadband Statistics: Q1 2009. Point Topic Ltd., June 2009. Retrieved June 15, 2009, from the World Wide Web: http://point-opic.com/contentDownload/operatorsource/dslre ports/world%20broadband%20statistics%20q1%202009.pdf
  • Wall, E, Ferazzi, G. & Schryer, F. (1998). Getting the Goods on Social Capital. Rural Sociology, 63, 300-322.
  • Welker, C.B. (2002). The Paradigm of Viral Communication. Information Services and Use, 22(1), 3-8.
  • Wellman, B., Haase, A.Q., Witte, J. & Hampton, K. (2001). Does the Internet Increase, Decrease or Supplement Social Capital: Social Networks, Participation, and Community Commitment. American Behavioral Scientist, 45(3), 436-455.
  • Wiedmann, K.P., Walsh, G., & Mitchell, V.W. (2001). The Mannmaven: An Agent for Diffusing Market Information. Journal of Marketing Communications, 7(4), 195-212.
  • Williams, A.P. & Trammell, K.D. (2005), Candidate Campaign E-Mail Messages in the Presidential Election 2004. American Behavioral Scientist, 49(4), 560-574.
  • Wood, J.T. (2005). Gendered Lives: Communication, Gender, and Culture, 6th Edition. Belmont, CA: Wadsworth.
  • Woolcock, M. (2001). The Place of Social Capital in Understanding Social and Economic Outcomes. Retrieved April 26, 2009, from the World Wide Web: https://www.oecd.org/dataoecd/5/13/1824913.pdf.
  • Woolcock, M. (1998). Social Capital and Economic Development: Toward a Theoretical Synthesis and Policy Framework. Theory and Society, 27, 151-208.
  • Yair, G. (2008). Insecurity, Conformity and Community / James Coleman's Latent Theoretical Model of Action. European Journal of Social Theory, 11(1), 51-70.

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

Year 2009, Volume: 10 Issue: 1, 55 - 78, 01.03.2009

Abstract

-

References

  • Alkemade, F. & Castaldi, C. (2005). Strategies for the Diffusion of Innovations on Social Networks. Computational Economics, 25(1- 2), 3-23.
  • Annen, K. (2003). Social Capital, Inclusive Networks, and Economic Performance. Journal of Economic Behavior & Organization, 50(4), 449-463.
  • Ansell, C. (2007). The Sociology of Governance. In M. Bevir (Ed.), Encylopedia of Governance, Sage Publications. Retrieved April 25, 2009, from the World Wide Web: polisci.berkeley.edu/Faculty /bio/permanent/Ansell,C/Encyclopedia/SOCIOLOGY%20OF%20GO VERNANCE.doc
  • Boase, J. & Wellman, B. (2001). A Plague of Viruses: Biological, Computer and Marketing. Current Sociology, 49(6), 39-55.
  • Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Consumer Research, 28, 129-133.
  • Chiang, Y.S. (2007). Birds of Moderately Different Feathers: Bandwagon Dynamics and the Threshold Heterogeneity of Network Neighbors. The Journal of Mathematical Sociology, 31(1), 47-69.
  • Coleman, J.S. (1988). Social Capital in the Creation of Human Capital. American Journal of Sociology, 95, 95-120.
  • Coleman, J.S. (1990). Foundation of Social Theory. Cambridge: Belknap Press of Harvard University.
  • Coleman, J.S., Katz, E. & Menzel, H. (1957). The Diffusion of an Innovation among Physicians. Sociometry, 20, 253-270.
  • Coleman, J.S., Katz, E. & Menzel, H. (1959). Social Processes in Physicians' Adoption of a New Drug. Journal of Chronic Diseases, 9, 1-19.
  • Coleman, J.S., Katz, E. & Menzel, H. (1966). Medical Innovation: A Diffusion Study. Indianapolis, IN: Bobbs-Merrill.
  • De Bruyn, A. & Lilien, G.L. (2008). A Multi-Stage Model of Word-of- Mouth Influence through Viral Marketing. International Journal of Research in Marketing, 25(3), 151-163.
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424.
  • Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. & Van Wijk, R. (2007). Why Pass on Viral Messages? Because They Connect Emotionally. Business Horizons, 50(4), 291-304.
  • Dobele, A., Toleman, D. & Beverland, M. (2005). Controlled Infection Spreading the Brand Message through Viral Marketing. Business Horizons, 48(2), 143-149.
  • Flora, J.L. (1998). Social Capital and Communities of Place. Rural Sociology, 63(4), 481-506.
  • Foth, M. (2006). Sociocultural Animation. In S. Marshall, W. Taylor, and X. Yu, (Eds.), Encyclopedia of Developing Regional Communities with Information and Communication Technology (pp. 640-645). Hershey, PA: Idea Group Reference (IGI Global).
  • Fukuyama, F. (2001). Social Capital, Civil Society and Development. Third World Quarterly, 22(1), 7-20.
  • Gatarski, R. (2002). Breed Better Banners: Design Automation through On-Line Interaction. Journal of Interactive Marketing, 16(12), 2-13.
  • Godin, S. (2001). Unleashing The Ideavirus: Stop Marketing At People Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing for You. New York: Hyperion.
  • Goldsmith, R. (2002). Viral Marketing: Get Your Audience to Do Your Marketing for You. London: Pearson Education.
  • Granovetter, M. (1985). Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology, 91(3), 481-510.
  • Green, A. (2006). Effective Communication Skills for Public Relations. London: Kogan Page, Limited.
  • Hampton, K. & Wellman, B. (1999). Netville Online and Offline: Observing and Surveying a Wired Suburb. American Behavioral Scientist, 43(3), 475-492.
  • Haruvy, E. & Prasad, A. (2001). Optimal Freeware Quality in the Presence of Network Externalities: An Evolutionary Game Theoretical Approach. Journal of Evolutionary Economics, 11(2), 231–48.
  • Internet World Stats (2009). Internet Usage in Europe / Internet Users Statistics & Population for 53 European Countries and Regions. Retrieved February 25, 2009, from the World Wide Web: http://www.internetworldstats.com/stats4.htm.
  • Johnson, S. (2001). Emergence: The Connected Lives of Ants, Brains, Cities and Software. London: Allen Lane/Penguin.
  • Kazienko P. & Musiał, K. (2006). Social Capital in Online Social Networks. In B. Gabrys, R.J. Howlett, and L.C. Jain (Eds.), Knowledge-Based Intelligent Information and Engineering Systems, (Lecture Notes in Computer Science, Volume 4252/2006) (pp. 417-424). Berlin: Springer-Verlag.
  • Krishnamurthy, S. (2001). Understanding Online Message Dissemination: Analyzing "Send a Message to a Friend". First Monday, 6(5), May 2001, Retrieved April 14, 2009 from the World Wide Web: http://firstmonday.org/issues/issue6_5/krishnamurthy/index.html.
  • Laudon, K.C. & Traver, C.G. (2001). E-Commerce: Business, Technology, Society. Boston: Addison-Wesley.
  • Li, C. & Bernoff, J. (2008). Groundswell: Winning in a World Transformed be Social Technologies. Boston, MA: Harvard Business School Press.
  • Li, C. & Bernoff, J. (2009). Marketing in the Groundswell. Boston, MA: Harvard Business School Press.
  • Lindgreen, A. & Vanhamme, J. (2005). Viral Marketing: The Use of Surprise. In I.C. Clarke & T.B. Flaherty (Eds.), Advances in Electronic Marketing (pp. 122−138). Hershey, PA: Idea Group.
  • Lodish, L.M., Morgan, H.L., & Kallianpur, A. (2001). Entrepreneurial Marketing / Lessons from Wharton’s Pioneering MBA Course. New York: John Wiley & Sons.
  • McConnell, B. & Huba, J. (2007). Citizen Marketers: When People are the Message. Chicago, IL: Kaplan Publishing.
  • Minniti, M. (2005). Entrepreneurship and Network Externalities. Journal of Economic Behavior & Organization, 57(1), 1-27.
  • Mohr, I. (2007). Buzz Marketing for Movies. Business Horizons, 50(5), 395-403.
  • Müller, C. (1999). Networks of ‘Personal Communities' and 'Group Communities' in Different Online Communication Services. Paper presented at the Exploring Cyber Society Conference, July 5-7 1999, at the University of Northumbria at Newcastle/UK. Retrieved April http://www.socio5.ch/pub/newcastle.html. from the World Wide Web:
  • Nunnally, J.C. (1978). Psychometric Theory, 2nd Edition. New York: McGraw-Hill.
  • Onyx, J. & Bullen, P. (2000). Measuring Social Capital in Five Communities. Journal of Applied Behavioral Science, 36(1), 23-42.
  • Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Word-Of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333-348.
  • Pigg, K.E. & Crank, L.D. (2004). Building Community Social Capital: The Potential and Promise of Information and Communications Technologies. The Journal of Community Informatics, 1(1), 58-73.
  • Portes, A. (1998). Social Capital: Its Origins and Applications in Modern Sociology. Annual Review of Sociology, 24, 1-24.
  • Preibusch, S., Hoser, B., Gürses, S. & Berendt, B. (2007). Ubiquitous Social Networks – Opportunities and Challenges for Privacy-Aware User Modelling. In Proceedings of the Data Mining for User Modelling Workshop (DM.UM'07) at UM 2007, Corfu, June 2007. Retrieved April 02, 2009, from the World Wide Web: http://vasarely.wiwi.hu-berlin.de/DM.UM07/Proceedings/05- Preibusch.pdf
  • Putnam, R. (1993). The Prosperous Community Social Capital and Public Life. American Prospect, 13(Spring), 35-42.
  • Rheingold, H. (2000). The Virtual Community: Homesteading on the Electronic Frontier, Revised Edition. Cambridge, MA: The Harvard University Press.
  • Rosen, E. (2000). The Anatomy of Buzz. New York: Doubleday.
  • Shankar, V., Smith, A.K. & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153-175.
  • Silverman, G. (2001). Secrets of Word-of-Mouth Marketing: Hoe to Trigger Exponential Sales through Runaway Word of Mouth. New York: AMACOM.
  • Stromer-Galley, J. (2003). Diversity of Political Conversation on the Internet: Users’ Perspectives. Journal of Computer-Mediated Communication (JCMC), 8(3). Retrieved April 3, 2009, from the World Wide Web: http://jcmc.indiana.edu/vol8/issue3/stromer galley.html
  • Subramani, M.R. & Rajagopalan, B. (2002). Examining Viral Marketing - A Framework for Knowledge Sharing and Influence in Online Social Networks. Retrieved March 25, 2009, from the World Wide Web: http://www.misrc.umn.edu/workingpapers/fullPapers/2002/0212_0 50102.pdf
  • Sweeney, S. (2007). 3G Marketing on the Internet: Third Generation Internet Marketing Strategies for Online Success, 7th Edition. Gulf Breeze, FL, USA: Maximum Press.
  • The Research Advisors (2006). Sample Size Table. Retrieved January 26, 2009, advisors.com/tools/SampleSize.htm Wide Web: http://research
  • Tinson, J. & Ensor, J. (2001). Formal and Informal Reference Groups: An Exploration of Novices and Experts in Maternity Services. Journal of Consumer Behavior, 1(2), 174-183.
  • Tuomi, I. (2003). ICTs and Social Capital / Setting the Scene. Workshop on ICTs and Social Capital in the Knowledge Society, 4 November 2003. Retrieved April 26, 2009, from the World Wide Web: http://www.meaningprocessing.com/personalPages/tuomi/articles/ ICTsAndSocialCapital.pdf.
  • Van der Graaf, S. (2004). Viral Experiences: Do You Trust Your Friends? In S. Krishnamurthy (Ed.), Contemporary Research in E-Marketing, (Volume 1) (pp. 166-185). Hershey, PA: IGI Global.
  • Van Hove, L. (1999). Electronic Money and the Network Externalities Theory: Lessons for Real Life. Netnomics, 1(2), 137–171.
  • Vanier, F. (2009a). World Broadband Statistics: Q4 2008. Point Topic Ltd. March 2009. Retrieved March 01, 2009, from the World Wide Web: World%20Broadband%20Statistics%20Q4%202008.pdf
  • Vanier, F. (2009b). World Broadband Statistics: Q1 2009. Point Topic Ltd., June 2009. Retrieved June 15, 2009, from the World Wide Web: http://point-opic.com/contentDownload/operatorsource/dslre ports/world%20broadband%20statistics%20q1%202009.pdf
  • Wall, E, Ferazzi, G. & Schryer, F. (1998). Getting the Goods on Social Capital. Rural Sociology, 63, 300-322.
  • Welker, C.B. (2002). The Paradigm of Viral Communication. Information Services and Use, 22(1), 3-8.
  • Wellman, B., Haase, A.Q., Witte, J. & Hampton, K. (2001). Does the Internet Increase, Decrease or Supplement Social Capital: Social Networks, Participation, and Community Commitment. American Behavioral Scientist, 45(3), 436-455.
  • Wiedmann, K.P., Walsh, G., & Mitchell, V.W. (2001). The Mannmaven: An Agent for Diffusing Market Information. Journal of Marketing Communications, 7(4), 195-212.
  • Williams, A.P. & Trammell, K.D. (2005), Candidate Campaign E-Mail Messages in the Presidential Election 2004. American Behavioral Scientist, 49(4), 560-574.
  • Wood, J.T. (2005). Gendered Lives: Communication, Gender, and Culture, 6th Edition. Belmont, CA: Wadsworth.
  • Woolcock, M. (2001). The Place of Social Capital in Understanding Social and Economic Outcomes. Retrieved April 26, 2009, from the World Wide Web: https://www.oecd.org/dataoecd/5/13/1824913.pdf.
  • Woolcock, M. (1998). Social Capital and Economic Development: Toward a Theoretical Synthesis and Policy Framework. Theory and Society, 27, 151-208.
  • Yair, G. (2008). Insecurity, Conformity and Community / James Coleman's Latent Theoretical Model of Action. European Journal of Social Theory, 11(1), 51-70.

Details

Primary Language Turkish
Journal Section Articles
Authors

Burcu Selin YILMAZ This is me

Publication Date March 1, 2009
Published in Issue Year 2009 Volume: 10 Issue: 1

Cite

APA YILMAZ, B. S. (2009). E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 10(1), 55-78.
AMA YILMAZ BS. E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. March 2009;10(1):55-78.
Chicago YILMAZ, Burcu Selin. “E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 10, no. 1 (March 2009): 55-78.
EndNote YILMAZ BS (March 1, 2009) E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 10 1 55–78.
IEEE B. S. YILMAZ, “E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 10, no. 1, pp. 55–78, 2009.
ISNAD YILMAZ, Burcu Selin. “E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 10/1 (March 2009), 55-78.
JAMA YILMAZ BS. E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2009;10:55–78.
MLA YILMAZ, Burcu Selin. “E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 10, no. 1, 2009, pp. 55-78.
Vancouver YILMAZ BS. E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2009;10(1):55-78.

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