Viral Marketing

by Maria Petrescu
published by Business Expert Press, 2014
Ref BEP2107
 

The key information that can be derived from the term ‘viral marketing’, writes the author of this book, is its relation to a virus. Marketing information gets spread, just like a virus from an infected person, when someone infected with the ‘virus’ of commercial content decides to spread it to members of their social network.

Many companies have successfully used viral campaigns, from Old Spice and Budweiser to T-Mobile. The figures involved are staggering, with 5.3 trillion display ads shown online each year, 400 million tweets sent daily, 144,000 hours of YouTube uploaded daily, and 4.75 billion posts shared on Facebook every day.

Successful viral campaigns regularly produce more than one million impressions with exceptional examples reaching tens or hundreds of times that number. And many viral messages will also reach mainstream media.

The author provides an overview of social networks, then analyses the creation, management, and evaluation of viral marketing campaigns, including those that combine viral and traditional tools, and non-branded online campaigns.

The aim of this book is to organise and clarify key information about viral marketing to help marketing researchers, practitioners, small business owners and students understand the advantages and benefits of using viral campaigns, as well as what it takes to create such a strategy.

Purchase individual chapters from the book

About the author

Maria Petrescu is an Assistant Professor of Marketing at H. Wayne Huizenga School of Business and Entrepreneurship, Florida, US.

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