Evidence of Effectiveness of Viral Marketing Based on Case Studies
Evidence of Effectiveness of Viral Marketing Based on Case Studies

Author(s): Aneta Olejniczak
Subject(s): Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: viral marketing;marketing strategies;whisper marketing;advertising
Summary/Abstract: The purpose of this paper is to identify the determinants of viral marketing effectiveness, based on case studies of well-known global companies. Six key rules are discussed which, if followed, increase the likelihood that a message will spread virally. For each of the rules were selected examples from the world of business, politics, social media. The article also describes the advantages and disadvantages of campaigns using viral marketing e.g. for Coca-Cola.

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