This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.

本文分析了与因果相关的营销活动的态度效应，这种营销活动通过社交网络而迅速传播。这种态度反应在三个具有不同亲和度级别的Internet用户细分中观察到：i）强大（熟悉赞助商品牌和促销原因）；ii）中级（熟悉品牌或原因）；iii）软弱（没有品牌或社会原因的过往经历）。为了开展我们的实验，有360名互联网冲浪者同意参加。在展示宠物食品鼓励宠物收养的病毒点前后，对他们的态度进行了测量。我们的结果表明，病毒运动对强亲和力段和周亲和力段都非常有效。反之，