Viral Marketing and Social Networks
- 2h 15m
- Maria Petrescu
- Business Expert Press
- 2014
In 1994, Rust and Oliver were predicting the death of traditional, outbound advertising stating that, by the year 2010, new media and the new marketing will be the dominant paradigm. While traditional advertising is still up and running, the second part of the prophecy is not far from the truth.
Viral marketing is a significant part of the new marketing dominant paradigm, with viral advertising spreading in the new media and even in traditional media. Given the significant importance of viral marketing in the modern business era and the evolution of new media and marketing, this book offers an in-depth look at viral marketing not only from theoretical point of view, but also from a more fun, practical perspective.
The author begins with a short overview of the history and evolution of the viral marketing term. As well, differences between connected terms, such as marketing buzz, will be explored. This book will discuss the viral marketing toolkit and explore the use of each tool in social media. Viral advertising, as a significant tool and source of viral message, will be discussed in detail and examples of various companies viral campaigns will be described. The discussion will also focus on how and where businesses can post messages with viral objectives and which consumer segment is the focus of the initial targeting initiative. How to contend with negative viral campaigns is another topic of interest debated in the text.
This book is for a broad audience, including students and professors in business and communication schools as well as marketing practitioners
About the Author
Dr. Maria Petrescu is a marketing researcher and Assistant Professor of Marketing at Nova Southeastern University in Florida. She has an international background in marketing and communication and, in addition to conference presentations, is the author of several publications in journals such as Journal of Product and Brand Management, Journal of Internet Commerce, International Journal of Business Information Systems, and Journal of Promotion Management.
In this Book
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Viral Marketing and Social Networks
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Preface
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Viral Marketing
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The Social Network
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Viral Marketing Media
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Viral Marketing Characteristics and Tools
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Viral Advertising
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Hybrid Marketing
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Releasing the Virus
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Results and Evaluation
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Negative Viral Campaigns
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Conclusions
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References
