%0 Journal Article
%T Viral Marketing Communication: just sales or more?
%A Angela Carid¨¤
%A Maria Colurcio
%J Business Systems Review
%D 2013
%I Business Systems Laboratory
%R 10.7350/bsr.b09.2013
%X The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study method (Yin, 2002). Specifically, the study analyzes the mechanisms and dynamics that govern a viral marketing campaign highlighting the different impacts: cognitive, behavioral and economic (Cruz & Fill, 2008). The analysis of the case tracks managerial implications that, contextualized in a scenario of economic recession and competitive difficulties, offers interesting insights in relation to the issues of maintaining attractiveness of the brand.
%K Viral Marketing Communication (VMC) campaign
%K E-Word of Mouth
%K Social Networks.
%U http://www.business-systems-review.org/BSR.Vol.2-Iss.1-Carida&Colurcio.%20Viral.Marketing.Communication.pdf