Opening Vignette: Viral Marketing: Stimulating Word of Mouth and Diffusion on the Web

1. Word-of-Mouth Communication
2. Groups
   1. Nature of Word of Mouth
      1. Types of Word-of-Mouth Communication
      2. Process of Word-of-Mouth Communication
      3. Negative Word-of-Mouth Communication
      4. Conditions of Word-of-Mouth Communication
   2. Word of Mouth on the Web
      1. The Multiplier Effect of the Web
      2. Viral Marketing
      3. Negative Word of Mouth on the Web
3. Opinion Leadership
   1. Nature of Opinion Leadership
   2. Characteristics of the Opinion Leader
   3. Opinion Leaders Online: The e-Fluentials
4. Strategic Applications of Word-of-Mouth Communication
   1. Stimulating Word of Mouth Through Product Trial
   2. Stimulating Word of Mouth Through Advertising and Promotion
   3. Stimulating Word of Mouth Communication
   4. Portraying Communications from Opinion Leaders
5. The Diffusion Process
   1. Diffusion Research and Marketing Strategy
   2. Steps in the Diffusion Process
      1. Adoption Decision
      2. Time
6. Communication in the Diffusion Process
   1. The Diffusion of Internet Usage
      1. Characteristics Encouraging and Discouraging Diffusion of the Internet
      2. The Diffusion of Products and Ideas on the Internet
   2. Cultural Context of Diffusion
   3. Innovativeness and the Diffusion Process
      1. Nature of Innovativeness
      2. Are There Positive and Negative Innovators?
7. Strategic Applications of Diffusion Theory
   1. Adoption
8. Rate of Diffusion