Viral Marketing Communication: Just Sales or More?

Business Systems Review Vol 2. Issue 1. pp. 99-110, 2013

12 Pages Posted: 27 Jun 2013

See all articles by Angela Caridà

Angela Caridà

Magna Graecia University of Catanzaro

Maria Colurcio

Magna Graecia University of Catanzaro

Date Written: June 25, 2013

Abstract

The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study method (Yin, 2002). Specifically, the study analyzes the mechanisms and dynamics that govern a viral marketing campaign highlighting the different impacts: cognitive, behavioral and economic (Cruz & Fill, 2008). The analysis of the case tracks managerial implications that, contextualized in a scenario of economic recession and competitive difficulties, offers interesting insights in relation to the issues of maintaining attractiveness of the brand.

Keywords: Viral Marketing Communication (VMC) Campaign, E-Word of Mouth, Social Networks

JEL Classification: M30

Suggested Citation

Caridà, Angela and Colurcio, Maria, Viral Marketing Communication: Just Sales or More? (June 25, 2013). Business Systems Review Vol 2. Issue 1. pp. 99-110, 2013 , Available at SSRN: https://ssrn.com/abstract=2285429

Angela Caridà (Contact Author)

Magna Graecia University of Catanzaro ( email )

Viale Europa - Germaneto
Catanzaro, Catanzaro 88100
Italy

Maria Colurcio

Magna Graecia University of Catanzaro ( email )

CAMPUS S.VENUTA GERMANETO 88100 CZ ITALY
CATANZARO
Italy

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