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Controlled infection! Spreading the brand message through viral marketing

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  • Dobele, Angela
  • Toleman, David
  • Beverland, Michael

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  • Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
    • Handle: RePEc:eee:bushor:v:48:y:2005:i:2:p:143-149
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    Cited by:

    1. Kim Huynh, 2016. "Factors Affecting the Success of Viral Marketing An Affective ¨C Cognitive- Behavioral Process," Business and Management Research, Business and Management Research, Sciedu Press, vol. 5(1), pages 40-45, March.
    2. Pedro Almeida & Paulo Rita & Diego Costa Pinto & Márcia Herter, 2024. "The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 543-556, September.
    3. Hanne Knight & Mohamed Yacine Haddoud & Phil Megicks, 2022. "Determinants of corporate sustainability message sharing on social media: A configuration approach," Business Strategy and the Environment, Wiley Blackwell, vol. 31(2), pages 633-647, February.
    4. Moldovan, Sarit & Steinhart, Yael & Lehmann, Donald R., 2019. "Propagators, Creativity, and Informativeness: What Helps Ads Go Viral," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 102-114.
    5. Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
    6. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    7. Yasir Rashid, Muhammad Zeeshan, 2018. "Customer Attitude towards Online Ads of Smartphone Brands: A Netnographic Analysis of User Generated Comments on YouTube," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(2), pages 40-64, October.
    8. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    9. Mira Rakic, Beba Rakic, 2015. "Viral Marketing," Ekonomika, Journal for Economic Theory and Practice and Social Issues 2014-04, „Ekonomika“ Society of Economists, Niš (Serbia).
    10. Liu-Thompkins, Yuping & Rogerson, Michelle, 2012. "Rising to Stardom: An Empirical Investigation of the Diffusion of User-generated Content," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 71-82.
    11. Huang, Jinsong & Su, Song & Zhou, Liuning & Liu, Xi, 2013. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 36-46.
    12. Ouidade Sabri, 2017. "Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?," Journal of Business Ethics, Springer, vol. 141(2), pages 235-247, March.
    13. Daphne M. Simmonds & Katia Campbell & Joseph Hasley, 2021. "Viral diffusion of technology products: a comprehensive stage framework," Information Systems and e-Business Management, Springer, vol. 19(2), pages 597-619, June.
    14. Hayes, Jameson L. & King, Karen Whitehill & Ramirez, Artemio, 2016. "Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 31-45.
    15. Gustafsson, Veronika & Khan, Mohammad Saud, 2017. "Monetising blogs: Enterprising behaviour, co-creation of opportunities and social media entrepreneurship," Journal of Business Venturing Insights, Elsevier, vol. 7(C), pages 26-31.
    16. Marius Sebastian RÜCKER, 2017. "A Critical Evaluation of the Influence of Creative Thinking on Marketing Creativity," Expert Journal of Marketing, Sprint Investify, vol. 5(1), pages 10-16.
    17. Mauro Bampo & Michael T. Ewing & Dineli R. Mather & David Stewart & Mark Wallace, 2008. "The Effects of the Social Structure of Digital Networks on Viral Marketing Performance," Information Systems Research, INFORMS, vol. 19(3), pages 273-290, September.
    18. Thi Cam Tu Dinh & Yoonjae Lee, 2024. "COBRAs and virality: viral campaign values on consumer behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    19. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    20. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    21. Nelson-Field, Karen & Riebe, Erica & Newstead, Kellie, 2013. "The emotions that drive viral video," Australasian marketing journal, Elsevier, vol. 21(4), pages 205-211.
    22. Ketelaar, Paul E. & Janssen, Loes & Vergeer, Maurice & van Reijmersdal, Eva A. & Crutzen, Rik & van ‘t Riet, Jonathan, 2016. "The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites," Journal of Business Research, Elsevier, vol. 69(7), pages 2603-2613.
    23. Haris Krijestorac & Rajiv Garg & Vijay Mahajan, 2020. "Cross-Platform Spillover Effects in Consumption of Viral Content: A Quasi-Experimental Analysis Using Synthetic Controls," Information Systems Research, INFORMS, vol. 31(2), pages 449-472, June.
    24. Maria Colurcio & Angela Carid?, 2014. "Gli effetti cognitivi, comportamentali ed economici del viral marketing," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 85-101.

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