A Conceptual Framework for Viral Marketing
نویسندگان
چکیده
This research seeks to temper the enthusiasm surrounding viral marketing by claiming that there is no such thing as a pure viral marketing campaign and that the successes of many campaigns labeled ‘viral’ are due to many factors including traditional mass communication. The article presents a conceptual framework for viral marketing, inspired by epidemic modeling and the theory of branching processes, that enables a campaign to be separated into its viral and non-viral components. We then introduce a mathematical model for the viral process and develop three campaign performance metrics: overall campaign performance (reach), the dynamic performance of the viral component (dynamic criticality) and performance of the viral component relative to the non-viral component of the campaign (relative viral reach). Page 1 of 7 ANZMAC 2009
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