The impact of viral marketing to the college students' consumer behavior?

[letmethroughpls]

may be my post is little bit academic..anyway, it's actually a dissertation project I'm working on at the moment, but I'm kinda stuck at some point as what are the possible consumer- behavior-related issues of college students should I look into under the impacts of viral marketing... I did some research in this field, which came up with something got me so confused, some of study related it to the motivation of refering marketing msg to the peer group...some others tried to apply the consumer decision making process to analyse the influence over each step within process....however, I feel none of above studies are quite helpful to the area I'm woking on ( or May I say I find it's difficult to push forward my analysis under the thoughsts from those literature...)

any helpful tips from you would be highly encouraged and I would be so much grateful to your kind attention!