Internet-induced marketing techniques: Critical factors in viral marketing campaigns

• DOI: 10.69864/ijbsam.3-1.23
• Publication Date: 2024-09-10T22:25:04Z
• Authors: M. Woerndl; S. Papagiannidis; M. Bourlakis; F. Li
• Keywords: Viral marketing

The rapid diffusion of the Internet and emergence various social constructs facilitated by technologies are changing drivers that define how marketing techniques developed refined. This paper identifies critical factors for viral marketing, an Internet-based 'word-of-mouth' technique. Based on existing knowledge, five types may critically influence success campaigns identified. These overall structure campaign, characteristics product or service, content message, and, peer-to-peer information conduit. discusses three examples specific in each case its success. concludes with a typology differentiating between communications, unintended commercial marketing. is still rapidly evolving area further research clearly needed to monitor new developments make sense radical changes these bring market.