The purpose of this paper is to identify factors influencing the opening and forwarding of commercial e-mails received directly from companies to further promote products via sharing by consumers to create viral infection.,The study is descriptive in nature and carried out in the country, India. A structural equation modeling technique was used to test the hypothesized relationships among the constructs pertaining to opening and forwarding of commercial e-mails.,The results indicate that mail opening intentions of the recipients are influenced by the perceived value of e-mail content and their positive relation with the sender, increasing the probability of further forwarding. However, relationships among consumers have a significant effect on intentions to forward the commercial e-mails. E-mails that arouse positive emotions in the minds of the receivers are forwarded. The study significantly contributes to literature with the findings that not only positive emotions additionally content leads to high arousal through positive emotions leading to viral infection.,The study has implications for marketers who are in the business of promoting their products through e-mails, need to redesign the message content to engender positivity and generate viral infection, which is the ultimate goal of viral marketing.,This study explains factors behind the creation of “viral infection” specifically with regard to commercial e-mails targeted to individuals with high networking potential.

中文翻译：

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电子邮件病毒式营销：为“病毒感染”产生的决定因素建模

本文的目的是确定影响直接从公司收到的商业电子邮件的打开和转发的因素，以通过消费者共享以创建病毒感染来进一步推广产品。该研究本质上是描述性的，在国内进行，印度。使用结构方程建模技术测试了与商业电子邮件的打开和转发有关的构造之间的假设关系。结果表明，收件人的电子邮件打开意图受电子邮件内容及其价值的感知价值的影响与发件人的积极关系，增加了进一步转发的可能性。但是，消费者之间的关系对转发商业电子邮件的意图有重大影响。转发了引起接收者思想积极情绪的电子邮件。这项研究为文献做出了重大贡献，发现不仅积极情绪还会通过导致病毒感染的积极情绪而引起较高的唤起。.该研究对正在通过电子邮件推广产品，需要产品的营销人员有影响重新设计邮件内容以增强积极性并产生病毒感染，这是病毒营销的最终目标。这项研究解释了“病毒感染”产生的因素，特别是针对具有较高网络潜力的个人的商业电子邮件。