publication . Article . 2015

Economic and legal conceptual framework of viral marketing

Melita Jovanović-Tončev; Miroslav Knežević; Vladimir Džamić; Marija Kostić;
Open Access English
  • Published: 01 Jan 2015 Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364, Copyright policy)
  • Publisher: Srpsko udruženje za marketing
Abstract
Electronic and online communications are modern, and perhaps the most common form of communication between individuals and legal entities, and thus have become one of the most used ways of market communication. Viral marketing is evolving into the dominant form of marketing and exchange of information for the purpose of advertising, promoting, or achieving other goals. In this paper we present and analyse the phenomenon of viral marketing-its purpose, effects, and power of influence, and discuss it in terms of ethical and legal standards. Special emphasis is placed on the right to privacy and personal data protection, harassment, acting in good faith and in acco...
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doi: 10.5937/markt1502115k
Subjects
free text keywords: viral marketing, electronic and market communication, right to privacy and data protection, codes of ethics, Marketing. Distribution of products, HF5410-5417.5, Conceptual framework, Data Protection Act 1998, Business, Public relations, business.industry, Marketing research, Digital marketing, Marketing management, The Right to Privacy, Marketing mix, Marketing
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