Viral Marketing

Adam Lindgreen, Angela Dobele, Michael Beverland and Joëlle Vanhamme

Chapter 7 in Marketing Metaphors and Metamorphosis, 2008, pp 102-117 from Palgrave Macmillan

Abstract: Abstract Marketers recognize the importance of encouraging customers and clients to pass along the company’s marketing message to family, friends and colleagues. The referral from customers and clients to prospects carries an implied endorsement for the company (and its products and services) – and it’s free. Traditional referrals have been verbal, passed from person to person in every-day conversations, but the advent of technology has meant a viral message can travel farther and faster than a traditional referral. We consider here how to achieve this objective through ‘viral marketing’.

Keywords: Credible Source; Viral Marketing; Marketing Message; Referral Behaviour; Beer Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22753-8_7

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DOI: 10.1057/9780230227538_7

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