The aim of this paper is to illuminate the key attributes of successful viral marketing campaigns. Firstly, I discuss the importance of message in viral marketing and how different types of messages are affecting the consumer decision to spread the viral message further on. Secondly, two main types of strategies (random and placed) are analyzed and also their relation to different types of messages. Throughout the paper, the examples from research and practice are used for clarification of these attributes of viral marketing. Lastly, I summarize the most important findings.
Read moreThe Rise of Social Media Platforms: A Stepping-Stone for Viral Videos
The rise of social media over the last years has created a platform that enables brands to promote its offerings to the consumers in a non-traditional way. This paper will explore the concept of viral videos in a social media environment.
Read moreViral Content in Marketing – Case: the Neknomination craze
This blog article presents the 7 characteristics of viral content and what marketers can learn from the viral Neknomination craze.
Read more