Viral Marketing Communication for Brand
Viral Marketing Communication for Brand

Summary/Abstract: In the current new economic reality, the marketing experts can and should use internet as the powerful information and communication, as well as sales channel. The article aims at providing an overview of viral marketing communication related to the brand in the internet, from the theoretical and empirical perspective. The research methodology covered literature studies, secondary research, including internet resources, case studies of viral campaigns for selected brands, and primary research by means of an online survey. Results of conducted research prove the attractiveness, effectiveness, and growing role of viral communication campaigns associated with various brands on the internet. They produce various benefits, such as creation of brand community, generating activity on-line, publicity effect, creating positive experience for stakeholders, enhanced satisfaction and closer participant-brand relationship, as well as measurable sales results.

• Details
• Contents