The mechanisms of the influence of viral marketing in social media

  • Dăniasă C
  • Tomiţă V
  • Stuparu D
 et al. 
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Abstract

The objective of this paper is to emphasize the increasing importance of social media and social marketing on the Web, measuring and optimizing marketing investment in social media, and viral marketing communication. Weber observes that marketing's role has changed, and the social web is promoting that change. Vollmer and Precourt contend that the emergence of new media, models, and metrics creates challenges and opportunities for more effective marketing and advertising. Woerndl et al. assert that information dissemination and sharing among individuals is rapid when word-of-mouth occurs. Lindgreen et al. posit that viral marketing can hugely lower the cost of promotion and boost the speed of adoption. [ABSTRACT FROM AUTHOR] Copyright of Economics, Management & Financial Markets is the property of Addleton Academic Publishers and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • ADVERTISING
  • COMMUNICATION
  • ECONOMIC aspects
  • INVESTMENTS
  • MARKETING
  • RESEARCH
  • SOCIAL marketing
  • SOCIAL media
  • VIRAL marketing
  • communication
  • marketing
  • media
  • social
  • viral
  • web

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Authors

  • Cora I. Dăniasă

  • Vasile Tomiţă

  • Dragoş Dragos Stuparu

  • Marieta Stanciu

  • Cora Daniasa

  • Vasile Tomita

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