Effective Communication in Management and Business: Seminar 6
John Morgan
Language and Learning Centre, University of Wales Aberystwyth
Text analysis using the argument of fact
Refer to seminar 7a for introduction to the argument of fact
Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). “Viral Marketing
or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and
Motivations to Pass Along Email.” Journal of Advertising Research, December, 2004:
333-348.
Analysis refers only to pages 333 and 334
Pattern for argument layer 1:
E
Generalisation
Dx2
a)
Counterbalance to widespread research with indication of a gap
b)
New emphasis in research to address gap
Q
Comparison between word of mouth advertising and viral marketing.
Problem: viral marketing should have been defined before stating what people
argue about it.
Pattern for argument layer 2:
E
Indication of what this means in relation to e-mail communication.
D
Proliferation of discussions related to this in the field of business (citation of research
in this area).
Q
Some evidence is available, but still little is known (further justification of current
research as counterpoint to existing research).
Pattern for argument layer 3:
E
The first step in filling the gap.
Dx2
a)
Main aim is understanding motivations.
b)
What will happen if we understand these motivations.
Q
Final justification for research and its position once it has begun to fill the gap.
1
Pattern for argument layer 4:
E
Review of literature asserting dominance of e-mail as an online activity.
D
Statistics to support this and indicate scope of research.
Q
Further statistics to indicate frequency and thus urgency of research.
Pattern for argument layer 5:
Ex2
D
a)
What individuals use e-mail for.
b)
What marketers use e-mail for.
Citation to support quantity of individual use (compare with 4: D & Q).
Problem: No reference to success rates of marketing use, even to say there are
no statistics. Would a reference here reinforce the overall claim?
Q
Reasons for the growth in marketing e-mails and indication of high response rates.
Pattern for argument layer 6:
E
Counterbalance to 5: Q on response rates to say they could reduce with volume of email received: novelty value is wearing off.
Dx3
Q
a)
This may already be happening (citation).
b)
Reasons to delete commercial e-mail.
c)
Reasons to keep e-mails from acquaintances.
Indicates how researchers can begin to understand viral marketing phenomenon.
Pattern for argument layer 7:
E
Specific introduction in new section to viral marketing (citation).
Dx4
a)
Controversy in using the term.
b)
What some people think (citation).
c)
What other people think (citation).
d)
Explanation that links together word of mouth advertising with concept of viral
marketing in a public perspective (citation). Its is not stated here but this
reinforces the research yet again.
Q
Overall value is perceived through customer to customer communication reducing
tendency for sales hype.
2
Pattern for argument layer 8:
E
Introduction of the concept of “buzz” (undefined) in consumer choice.
Problem: should buzz be defined at this stage?
Dx3
a)
Social aspects of purchasing (citation and quotation).
b)
Development of social perspective to include networks (citation interpreting
previous quotation).
Qx3
c)
Quotation on abstract comments from previous selection.
a)
Nature of comments (depends on 8D: 3c and 8E)
b)
Nature of Buzz (depends on 8D: 3c and 8E)
c)
Counterbalance to reiterate the focus of this paper (honest communication).
Problem: this appears a fragmented way of discussing the notion of buzz and
leaves the topic in an abstract way. It needs to defend honest communication
against public perceptions of spam e-mail.
Pattern for argument layer 9:
E
Where the current focus comes from.
D
Academic perspectives on this to strengthen newly identified position in opposition to
review in last paragraph (sub-aspect of counter claiming within larger research focus
of indicating a gap).
Q
Justification of position through comment on research.
Problem: this is just a comment and is not supported by citation. Whenever
you mention “research”, you need to be able to identify exactly which research.
Some of this happens in the next paragraph, but a connection has not yet been
made.
Pattern for argument layer 10:
E
Example of “diffusion” and “innovation”.
D
What an innovation is (citation).
Q
Further discussion of value of innovation.
Pattern for argument layer 11:
E
Summarising remark on power of e-mail.
Dx4
a)
Evidence from research: author’s comment.
b)
Examples of research on contact and consumer choice (citations).
c)
What advertisers are hoping for in relation to consumer choices.
d)
Author’s summary of the potential of e-mail in relation to advertisers’ hopes.
3
Qx3
a)
Elaboration through theoretical concept of “tipping point” (citation).
b)
Definition of tipping point including three conceptual points.
c)
Listing of specific points.
Reference source for text analysis
Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). “Viral Marketing or
Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to
Pass Along Email.” Journal of Advertising Research, December, 2004: 333-348.
4