Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies
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 f...
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| Format: | Online |
| Idioma: | anglès |
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Accés en línia: | ONIX_20250307_9788382208436_1506 |
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| _version_ | 1869518455630200832 |
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| author | Olejniczak, Aneta |
| author_browse | Olejniczak, Aneta |
| author_facet | Olejniczak, Aneta |
| author_sort | Olejniczak, Aneta |
| collection | Directory of Open Access Books |
| description | 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. |
| format | Online |
| id | doab-20.500.12854ir-155856 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1558562025-03-07T14:41:17Z Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies Olejniczak, Aneta Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image 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. 2025-03-07T14:41:15Z 2025-03-07T14:41:15Z 2022 chapter ONIX_20250307_9788382208436_1506 9788382208436 9788382208429 https://directory.doabooks.org/handle/20.500.12854/155856 eng image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/793 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-842-9.06 10.18778/8220-842-9.06 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208436 9788382208429 51-65 open access |
| spellingShingle | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image Olejniczak, Aneta Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title | Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title_full | Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title_fullStr | Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title_full_unstemmed | Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title_short | Chapter Evidence of Effectiveness of Viral Marketing Based on Case Studies |
| title_sort | chapter evidence of effectiveness of viral marketing based on case studies |
| topic | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| topic_facet | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| url | ONIX_20250307_9788382208436_1506 |
| work_keys_str_mv | AT olejniczakaneta chapterevidenceofeffectivenessofviralmarketingbasedoncasestudies |