Viral marketing makes use of electronic means to induce brand message through a wide network of buyers. Often portrayed as a random process, ground-up phenomenon over which marketers have little control. But examination of a successful viral marketing cases revealed a number of strategies that underlie this phenomenon of chaotic, providing insight into how marketers can use it to position their brands to change their image and increase the pace of implementation. Successful viral marketing campaigns have an attractive message that includes imagination, fun and intrigue, encourages ease of use and clarity, purpose reliable sources., And uses a combination of technology, "Hide
by Angela Dobel, David Toleman, Michael Beverland Source: Business Horizons 7 pages. Publication Date: March 15, 2005. Prod. #: BH118-PDF-ENG
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