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Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies

Av: Medverkande: Materialtyp: ArtikelUtgivningsinformation: Wydawnictwo Uniwersytetu Łódzkiego 2022Beskrivning: 1 electronic resource (51-65 p.)Innehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9788382208429
  • 9788382208436
Ämnen: Onlineresurser: I: Sammanfattning: The purpose of this paper is to identify the determinants of viral marketing effectiveness, based on case studies of well-known global companies. Six key rules are discussed which, if followed, increase the likelihood that a message will spread virally. For each of the rules were selected examples from the world of business, politics, social media. The article also describes the advantages and disadvantages of campaigns using viral marketing e.g. for Coca-Cola.
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The purpose of this paper is to identify the determinants of viral marketing effectiveness, based on case studies of well-known global companies. Six key rules are discussed which, if followed, increase the likelihood that a message will spread virally. For each of the rules were selected examples from the world of business, politics, social media. The article also describes the advantages and disadvantages of campaigns using viral marketing e.g. for Coca-Cola.

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eng

Freely available e-book