Controlled infection! Spreading the brand message through viral marketing

Dobele, A, Toleman, D and Beverland, M 2005, 'Controlled infection! Spreading the brand message through viral marketing', Business Horizons, vol. 48, pp. 143-149.


Document type: Journal Article
Collection: Journal Articles

Title Controlled infection! Spreading the brand message through viral marketing
Author(s) Dobele, A
Toleman, D
Beverland, M
Year 2005
Journal name Business Horizons
Volume number 48
Start page 143
End page 149
Total pages 7
Publisher Elsevier Inc.
Abstract Viral marketing uses electronic communications to trigger brand messages throughout a widespread network of buyers. The process is often portrayed as a random ground-up phenomenon over which marketers have little control. But an examination of successful viral marketing cases identifies a number of strategies underpinning this chaotic phenomenon, providing insight into how marketers can use it to position their brands, change their image, and increase adoption rates. Successful viral marketing campaigns are comprised of an engaging message that involves imagination, fun and intrigue, encourages ease of use and visibility, targets credible sources, and leverages combinations of technology.
Subject Marketing Communications
DOI - identifier 10.1016/j.bushor.2004.10.011
ISSN 0007-6813
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