Electronic viral marketing : factors influencing e-mail forwarding behaviors among Thai users | |
| Author | Thanunporn Tovanasutr |
| Call Number | AIT RSPR no.SM-10-01 |
| Subject(s) | Electronic mail messages--Thailand Telemarketing--Thailand |
| Note | 71 leaves : ill. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-10-01 |
| Abstract | E-mail has become one of the most common Internet activities. For people who consume information online, friends are an important and trustworthy source of information. Therefore, marketers try to take advantage of this opportunity by exploiting peer-to-peer communication via e-mail to spread their messa ge. Despite all the benefits of electronic viral marketing and its successful examples, the reasons why people forward an e-mail are still ambiguous until now. This study examines the factors influencing e-mail forwarding behaviors as well as the benef its of viral marketing. In addi tion, the research study is based on quantitative approach. To collect primary data, the data collection process was divided into two phases, including preliminary test and test for main findings. The sample of fifty people selected from an e-mail contact list was forwarded three different e-mails and later, was asked questions based on the e-mails a nd their behaviors. Th e factors in five categories gathered from previous literature an d research were used to analyze. The results reveal the good motivators that influence peopl e to forward e-mail. Recommendations are then discussed. |
| Year | 2010 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-10-01 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit |
| Examination Committee(s) | Dimmitt, Nicholas J.;Sununta Siengthai |
| Scholarship Donor(s) | RTG Fellowship |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2010 |