Abstract
From its beginning the digitalization of media was accompanied by the introduction and use of new forms for online and interactive advertising, e.g. banner, interstitials, e-mail advertising, ad-games, and in-game advertising (Silberer, 1997; 1997a; 2000; Fritz, 2004; Schulz et al., 2008). This development is still going on and includes efforts of stimulating an electronic word-of-mouth (Henning-Thurau et al., 2004) by the application of tell-a-friend services. This type of viral marketing could provide a fast and nearly cost free diffusion of website content and advertising messages.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bickart, B. and R. M. Schindler (2001), “Internet Forums as Influential Sources of Consumer Information,” in: Journal of Interactive Marketing, 15(3), 31–40.
Carmody, B. (2004), “Online Promotions: Winning Strategies and Tactics” Mosheim: John Wiley & Sons.
Chiu, H.-C.; Lee, M. and J.-R. Chen (2005), “Viral Marketing: A Study on E-Mail Spreading Behavior,” Atlanta, GA: Direct Marketing Association.
Frey, B. (2002), “Virus-Marketing im E-Commerce – von den Erfolgreichen lernen [Viral Marketing in E-Commerce – Learning from the Successful],” in: Frosch-Wilke, D and C. Raith (eds.): Mar- keting-Kommunikation im Internet — Theorie, Methoden und Praxisbeispiele vom One-to-One bis zum Viral-Marketing [Marketing Communication in the Internet — Theories, Methods and Examples from one-to-one up to viral marketing], Braunschweig – Wiesbaden: Vieweg, 233–243.
Fritz, W. (2004), “Internet Marketing und Electronic Commerce – Grundlagen, Rahmenbedingungen, Instrumente”, Wiesbaden: Gabler.
Grunder, R. (2003), „Das aktuelle Stichwort – Viral Marketing. in: Wirtschaftswissenschaftliches Studium,” (9), 539–541.
Hamming, R. W. (1950), “Error Detecting and Error Correcting Codes (1/15),” in: The Bell System Technical Journal, 26(2), 147–160.
Helm, S. (2000), “Viral Marketing-Establishing Customer Relationships by’Word-of-mouse’, ” in: Electronic Markets, 10(3), 158–161.
Henning-Thurau, T.; Gwinner, K. P.; Walsh, G. and D. D. Gremler (2004), “Electronic Word-of- Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet,” in: Journal of Interactive Marketing, 18 (1), 38–52.
Langner, S. (2005), “Viral Marketing – Wie Sie Mundpropaganda gezielt auslosen und Gewinn bringend nutzen [Viral Marketing – How to stimulate word-of-mouth and using it profitably],” Wiesbaden: Gabler.
Mau, G.; Schulz, S. and G. Silberer (2008), „Determinanten des Weiterempfehlens im viralen Marketing [Determinants of recommendations in viral marketing],” in: transfer — Werbeforschung & Praxis, 53 (2), 18–30.
Nielsen, J. (1999), “Designing Web Usability: The Practice of Simplicity,” New York: New Riders Publishing.
Phelps, J. E.; Lewis, R.; Mobilio, L.; Perry, D. and N. Raman (2004), “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email,” in: Journal of Advertising Research, 44(4), 333–348.
Riemer, K. and C. Totz (2005), „Der Online-Marketingmix-MaBnahmen zur Umsetzung von Inter- netstrategien,” in: Working Paper des Kompetenzzentrums Internetokonomie und Hybriditat Munster.
Schulz, S.; Mau, G. and S. Loffler (2007), “Virales Marketing im Web 2.0 [Viral Marketing in the web 2.0], ” in: Hass, B.; Walsh, G. and T. Kilian, T. (eds.): Web 2.0 — Neue Perspektiven im EBusiness [Web 2.0 — New perspectives for e-business], Heidelberg; Springer, 249–268.
Schulz, S.; Silberer, G.; Mau, G. & J. Weber (2008), “Sponsoring im Web-TV,” in: Research & Results, (5), 56–57.
Silberer, G. (1997), “Interaktive Werbung – Marketingkommunikation auf dem Weg ins digitale Zeitalter [Interactive advertising – Brand communication on ist way into the digital era],” Stuttgart: Schaffer-Poeschel.
Silberer, G. (1997a), „Interaktive Werbung auf dem Weg ins digitale Zeitalter [Interactive advertising on ist way into the digital era],” in: G. Silberer (ed.): Interaktive Werbung. Marketingkommunika- tion auf dem Weg ins digitale Zeitalter, Stuttgart: Schaffer-Poeschel, 3–20.
Silberer, G. (1997b), “Medien- und Rechnergestutzte Interaktionsanalyse,” in: G. Silberer (ed.): Interaktive Werbung. Marketingkommunikation auf dem Weg ins digitale Zeitalter, Stuttgart: Schaffer-Poeschel, 337–358.
Silberer, G. (2000), “Interaktive Kommunikationspolitik [Interactive Marketing Communication],” in: Weiber, R. (ed.). Handbuch Electronic Business [Electronic Business Handbook], Wiesbaden: Gabler, 559–581.
Silberer, G. and T. Pfrang (2011), “Empfehlungsservices auf PKW-Websites – Eine aktuelle Be- standsaufnahme [Recommendation services on automotive websites – a review of current activities],” in: transfer. Werbeforschung und Praxis, (1), 44–52.
Smith, T.; Coyle, J. R.; Lightfoot, E. and A. Scott (2007), “Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness,” in: Journal of Advertising Research, 47(4), 387–397.
Sweeny, S.; McLellan, A. and E. Dorey (2006), “3G Marketing on the Internet: Third Generation Internet Marketing Strategies for Online Success,” Gulf Breeze: Maximum Press.
Sun, T.; Youn, S.; Wu, G. and M. Kuntaraporn (2006), “Online Word-of-Mouth (or Mouse): An Exploration of its Antecedents and Consequences,” in: Journal of Computer-Mediated Communication, 11(4), 1104–1127.
Usborne, N. (2001), “Net words: creating high-impact online,” New York: McGraw-Hill.
Wilson, R. F. (2002), “Viral Marketing: Wie ansteckend ist Ihre Online-Werbung? [Viral Marketing – How virulent is your online advertising], in:www.ecin.de, URL: [http://www.ecin.de/marketing/w-viral/], (07.10.2006).
Zorbach, T. (2001), „Vorsicht, Ansteckend! Marketingviren unter dem Mikroskop [Attention, virulent! Marketing viruses under the microscope],” in: GDI_IMPULS, (4), 14–23.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Silberer, G., Henning, C., Steinmann, S. (2012). Online Advertising by Tell-a-Friend Services. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_17
Download citation
DOI: https://doi.org/10.1007/978-3-8349-4291-3_17
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-8349-4290-6
Online ISBN: 978-3-8349-4291-3
eBook Packages: Business and EconomicsBusiness and Management (R0)