Viral Marketing Communication: Just Sales or More?
Year: 2013
Type: preprint
Abstract: The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study method (Yin, 2002). Specifically, the study analyzes the mechanisms and dynamics that govern a viral marketing campaign highlighting the different impacts: cognitive, behavioral and economic (Cruz & Fill, 2008). The analysis of the case tracks managerial implications that, contextualized in a scenario of economic recession and competitive difficulties, offers interesting insights in relation to the issues of maintaining attractiveness of the brand.
Source: SSRN Electronic Journal
Authors: Angela Caridà, Maria Colurcio
Institution: Magna Graecia University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1530396048