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Gli effetti cognitivi, comportamentali ed economici del viral marketing
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Maria Colurcio, Angela Caridà 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  17 P. 85-101 Dimensione file:  666 KB
DOI:  10.3280/MC2014-001005
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Il lavoro si propone di contribuire al dibattito teorico sulla Viral Marketing Communication indagando, attraverso l’analisi di un caso studio, gli effetti ed impatti prodotti da una campagna di VMC sui risultati di impresa. Lo studio analizza i meccanismi e le dinamiche che governano una campagna di marketing virale evidenziandone i diversi impatti in termini cognitivi, comportamentali ed economici (Cruz e Fill, 2008). L’analisi del caso traccia implicazioni manageriali che, contestualizzate in uno scenario di difficoltà competitiva e recessione economica, offrono interessanti spunti di riflessione e di approfondimento, soprattutto in relazione alle tematiche del mantenimento di attrattività del brand.


Keywords: Marketing virale, passaparola, social network.

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Maria Colurcio, Angela Caridà, in "MERCATI E COMPETITIVITÀ" 1/2014, pp. 85-101, DOI:10.3280/MC2014-001005

   

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