Surfing social-media waves to propel a brand’s momentum: What wave, and when and how to ride it to perfection

Wilfried R. Vanhonacker

Journal of Digital & Social Media Marketing, 2015, vol. 2, issue 4, 345-350

Abstract: Viral waves in social-media space provide cost-effective opportunities for real-time marketing. This paper provides some guidelines on wave judgment, timing, and how to ride a viral wave in order to transform wave momentum into brand momentum and enhance a brand’s standing in the digital era.

Keywords: real-time marketing; social media; branding; brand relevance; momentum strategy; viral wave (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:345-350

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