The momentum strategy: Riding viral waves in social media space

Wilfried R. Vanhonacker

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 3, 217-227

Abstract: This paper uses the Jackie Chamoun story as a case study to illustrate how companies can use the momentum of viral waves in social media to propel their brands’ relevance at virtually no cost. With social media constantly abuzz, an increasing number of real-time marketing opportunities will arise to transfer viral wave momentum into brand momentum. Viral relevance is vital relevance.

Keywords: real-time marketing; communication; social media; branding; brand relevance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:217-227

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