Welker (2002) explained that a company begins VC campaign by designing message that is capable of making an impact on consumers’ minds and could trigger them to share this message to their peers. The company then needs to decide on channels to seed the message effectively. The channel could be thru online or offline tools or both. Lans et al. (2010) affirmed that adopting both tools is effective, particularly by linking online to offline tools, since consumers tend to participate and share messages more than merely seeding via online tools. The reason is because consumers who participate in offline campaign are primarily interested in joining, whereas online tools aim at distributing message to members of the target group who are potentially unconcerned about the message or campaign (Lans et al., 2010)