VIRAL MARKETING IN THE INTERNET. CHARACTERISTICS OF AN EFFECTIVE VIRUS

Joanna A. Kwiatkowska
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Joanna A. Kwiatkowska: Czestochowa University of Technology

Annales Universitatis Apulensis Series Oeconomica, 2009, vol. 2, issue 11, pages 51

Abstract: Among internet users surveyed, 63% declares a negative attitude towardsadvertisements placed in the Internet [3]. At the same time, the value of advertising market in theInternet in Poland has a colossal potential. The internet advertisement will appeal to Internauts ifthe form of its content is amusing (50 percent), creative and surprising (45 percent) or when itprovides consumers with useful information (34 percent) [3]. What is more, it is possible that usersinteract with an advertisement and pass it farther. It means that they express ‘subconsciousacceptance’ of advertisement. Such a behaviour is known as viral marketing.

Keywords: marketing; viral marketing; Internet; Viral Spoof (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009
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