Cognitive, behavioral and economic effect of viral marketing

Author/s Maria Colurcio, Angela Caridà
Publishing Year 2014 Issue 2014/1 Language Italian
Pages 17 P. 85-101 File size 666 KB
DOI 10.3280/MC2014-001005
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The study aims to contribute to the theoretical debate on the Viral Marketing Communication (VMC) through a case study; it investigates the effects a VMC campaign produces on performance of brand and company. Specifically, the study analyzes mechanisms and dynamics that rule a viral marketing campaign highlighting the different impacts: cognitive, behavioral and economic (Cruz and Fill, 2008). Case study allows to track managerial implications that provide interesting insights of the issue of the brand attractiveness, specifically in a context of economic recession and competitive difficulties.

Keywords: Viral marketing, e-word of mouth, social network

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Maria Colurcio, Angela Caridà, Gli effetti cognitivi, comportamentali ed economici del viral marketing in "MERCATI E COMPETITIVITÀ" 1/2014, pp 85-101, DOI: 10.3280/MC2014-001005