Viral marketing: What is it, and what are the components of viral success?

Ralf Van Der Lans; Gerrit Van Bruggen

doi:10.4324/9780203863565-20

Viral marketing: What is it, and what are the components of viral success?

Ralf Van Der Lans, Gerrit Van Bruggen

Department of Marketing Management

Research output: Chapter/Conference proceeding › Chapter › Academic

Abstract

Firms are reallocating their marketing communication budgets to word-ofmouth (WoM) marketing. PQ Media (2007) reported that total U.S. marketing expenditures on WoM marketing climbed 35.9% in 2006, and similar growth is projected for the 2007-2011 period. This makes WoM marketing the fastest-growing marketing communication segment. Key drivers of the popularity of WoM marketing are the decreasing effectiveness of the traditional marketing communication tools and the developments on the Internet that enhance consumers’ abilities to exchange information.

Original language	English
Title of host publication	The Connected Customer
Subtitle of host publication	The Changing Nature of Consumer and Business Markets
Publisher	Taylor and Francis Inc.
Pages	257-282
Number of pages	26
ISBN (Electronic)	9781135176914
ISBN (Print)	9781848728370
DOIs	https://doi.org/10.4324/9780203863565-20
Publication status	Published - 1 Jan 2011

Bibliographical note

Publisher Copyright:
© 2010 by Taylor and Francis Group, LLC.

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Cite this

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Viral marketing: What is it, and what are the components of viral success?

Abstract

Bibliographical note

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