VIRAL MARKETING

Mira R., Beba R. Rakic, Rakic
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Mira R., Beba R. Rakic, Rakic: Graduate School of Business Studies, Megatrend University, Belgrade

No 2014-04, Ekonomika, Journal for Economic Theory and Practice and Social Issues from „Ekonomika“ Society of Economists, Niš (Serbia)

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: viral marketing; viral communications; viral messages; 5C model (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 M39 (search for similar items in EconPapers)
Pages: 10 pages
Date: 2015-01
New Economics Papers: this item is included in nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:esb:casctr:2014-416

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