Viral Marketing

Mira Rakic and Beba Rakic

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2014, vol. 60, issue 4

Abstract: The focus of this paper is viral marketing – the process of creating, receiving, sending and forwarding “virus”-marketing messages. Model “5C” is presented according to which the passing on of viral marketing messages depends on consumers, category, company, content (of message) and context. Viral messages can be created by both the representatives of a company and consumers (like individuals or in communities), but they are being passed on by consumers. When a company creates a viral message, it is “only” necessary to create “the right marketing message” (with the right content) - with a viral potential – virus and pass it on to the “right users-consumers” in the “right context”. Since the users of digital media and/or consumers also create and pass on messages, companies have to check and “direct” all viral communications (related to the company) in a desired direction.

Keywords: Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ags:sereko:290128

DOI: 10.22004/ag.econ.290128

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