Viral Marketing Communication: just sales or more?

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.