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Gli effetti cognitivi, comportamentali ed economici del viral marketing

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  • Maria Colurcio
  • Angela Carid?

Abstract

Il lavoro si propone di contribuire al dibattito teorico sulla Viral Marketing Communication indagando, attraverso l?analisi di un caso studio, gli effetti ed impatti prodotti da una campagna di VMC sui risultati di impresa. Lo studio analizza i meccanismi e le dinamiche che governano una campagna di marketing virale evidenziandone i diversi impatti in termini cognitivi, comportamentali ed economici (Cruz e Fill, 2008). L?analisi del caso traccia implicazioni manageriali che, contestualizzate in uno scenario di difficolt? competitiva e recessione economica, offrono interessanti spunti di riflessione e di approfondimento, soprattutto in relazione alle tematiche del mantenimento di attrattivit? del brand.

Suggested Citation

  • Maria Colurcio & Angela Carid?, 2014. "Gli effetti cognitivi, comportamentali ed economici del viral marketing," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 85-101.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001005
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    References listed on IDEAS

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    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
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