Psychosocial and contextual determinants of word-of-mouth transmission

Understanding consumer motivations for word-of-mouth (WOM) transmission is critical in modern marketing. This is because transmission not only underlies the viral phenomenon, which allows marketers to reach large audiences quickly and cost-effectively, but is also central to marketing communication in that it embodies the movement of shared meaning between brands and consumers. Despite the appeal of viral approaches, considerable trial-and-error remains associated with the design of such campaigns. Further, brands are increasingly challenged by the propensity of negative brand-relevant messages to spread via social media. <br><br> A contributing factor to the uncertainty in viral campaign design, and social media management in general, is the comparatively limited understanding of the psychological and contextual factors that drive transmission. This limitation constrains the ability of marketers to create messages that will spread as well as manage the impact of negative WOM. Previous research has established the influence of emotion on transmission and highlights the potential role of the consumer's need to self-enhance. However, how these variables interact with the consumer¿s perceptions of social risk and benefit to determine transmission in real-world communication contexts is unknown.<br><br> This research presents a conceptual framework for understanding the factors that drive transmission and explores key relationships using a mixed methods approach. The first phase of the research consisted of a series of eight quantitative, and primarily, experimental studies. The results of these studies demonstrated that the need to self-enhance moderates the relationship between emotional arousal and the likelihood of transmission: a high need to self-enhance decreases the likelihood to transmit emotionally arousing messages. <br><br> The negative relationship between the need to self-enhance and likelihood to transmit was also mediated by perceptions of social benefit relative to risk. Broadcasting, transmitting to weak ties, and via asynchronous (online) communication were perceived to be riskier, less beneficial, and therefore less likely, than narrowcasting, transmitting to strong ties, and via synchronous (face-to-face) communication. <br><br> A qualitative investigation was then undertaken, which consisted of two phases: a netnographic exploration of negative brand-relevant transmission, and in-depth interviews. The netnographic phase of the research demonstrated that negative brand-relevant transmission can be both brand-related (driven by product or service failure or corporate irresponsibility) and consumer-related (driven by self and social motives). In-depth interviews then clarified that negative transmission often occurs in the absence of brand hate, particularly when it is used as a covert method of self-enhancement for the transmitter via downward social comparisons. <br><br> Overall, this research contributes to the theoretical understanding of the factors that drive transmission by integrating, establishing, and exploring the motivators of this behaviour. This research also has implications for viral marketing campaign design and marketing communication on digital platforms more broadly. Transmittable messages should: (a) boost self-esteem, (b) have value for social relationships, and (c) encourage transmission via narrowcasting to strong ties. When managing the transmission of negative brand-relevant content, brands should avoid reinforcement of negative transmission, unless addressing corporate irresponsibility or product/service failure is possible, as well as harness consumers' tendency to engage in debate and downward social comparisons to increase engagement with, and transmission of, brand-relevant messages.