Consumers' emotional appraisals and action tendencies arising from mobile viral marketing

Andrews, Lynda, Drennan, Judy, & Russell-Bennett, Rebekah (2008) Consumers' emotional appraisals and action tendencies arising from mobile viral marketing. In EMAC Conference, 27-30 May, 2008, The Brighton Centre, Brighton.

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This study examines consumers' emotional responses to receiving viral mobile marketing communications in comparison to receiving mobile marketing communications where permission has not been given. The study also examines the relationship between these experienced emotions and what action tendencies consumers might consider as a result of these emotions, as well as how they attribute causality for their emotions. Using scenarios in an experimental design, the findings show that there are differences in consumer emotions as a result of the two marketing approaches. The findings also identify relationships between consumers' causal attributions and action tendencies in relation to themselves, the friend sending the viral m-marketing communication and the company involved.

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ID Code: 26055
Item Type: Conference Paper
Refereed: Yes
Keywords: viral mobile marketing., causal attributions and action tendencies,, appraisal theory
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 Please consult author
Deposited On: 01 Jul 2009 04:10
Last Modified: 05 Jan 2011 13:52

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