publication . Part of book or chapter of book . Article . 2008

Viral Marketing

Beba Rakic; Mira Rakic;
Open Access
  • Published: 01 Jan 2008
  • Publisher: IGI Global
English 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 use...
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