Resumo

ULER, Carla; GOMES, Giancarlo  e  RAUSCH, Rita Buzzi. Understandings and reasons for the spread of young Internet users’ viral marketing in Itajaí Middle Valley - Santa Catarina. Rev. Portuguesa e Brasileira de Gestão [online]. 2010, vol.9, n.4, pp.53-63. ISSN 1645-4464.

The study aimed at identifying and understanding the reasons for the spread of young Internet users’viral marketing in Itajaí Middle Valley, Santa Catarina, Brazil. The survey is classified as quantitative. As for the objectives and survey procedures it is exploratory. Data were collected by means of a questionnaire. The subjects were 52 young people aged between 17 and 30, using the Internet and living in Itajaí Middle Valley. It has been concluded that the majority ignores the viral approach, but a significant portion of respondents admitted to forward messages to other people. The survey results also showed that women are more likely to forward messages than men. However, it is worth noting that the contents of e-mail messages is crucial and must take into account the interests and needs of women. With regard to the narratives which are successful to the public surveyed, it appears that the viral message must transmit a language familiar to Internet users. Respondents are most interested in what the message transmits to them. If they like it, they will forward it, otherwise they won’t. The message needs to have appeals which encourage its spread. Humor is the most successful narrative among young Internet users.

Palavras-chave : Word-of-Mouth; Viral Marketing; E-mail.

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