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

The Use of Surprise

Name: The Use of Surprise
Keywords: viral, e-mail, marketing, modernism, advertising

Neha Arora; Ashok Wahi;

Open Access

Published: 01 Jan 2008

Publisher: IGI Global

Summary

Abstract

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...

doi: 10.4018/9781591403210.ch007.ch000 , 10.4018/9781591403210.ch007 , 10.2139/ssrn.2561237 ,

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Subjects

free text keywords: viral, e-mail, marketing, modernism, advertising, Business, Viral marketing, Digital media, business.industry, Advertising, Surprise, media_common.quotation_subject, media_common, Marketing buzz, Word-of-mouth marketing, Marketing, Influencer marketing, Public relations, Marketing research, Business sector

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