Viral Marketing in social media: What content is more contagious and Why?

Authors

  • Mg. Fermín Paús Universidad Nacional de la Plata. Facultad de Ciencias económicas. Argentina.
  • Lic. Lucía Macchia Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.

Keywords:

Marketing Viral, consumer behavior, trend.

Abstract

Viral marketing is one of the most important tools of digital marketing that has gained great relevance after the explosion of social media. The following essay provides a comprehensive understanding of this phenomenon through the study of two key elements: What content is more viral and why. For a start, the main characteristic of contagious content is identified and then the reason why users “share “some content, and not others, to their pairs is explained. Therefore, the following document is a good combination of theoretical and practical concepts that turns out an excellent guide for gaining deeper understanding of the phenomenon and improving the usage of this tool.

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Author Biographies

Mg. Fermín Paús, Universidad Nacional de la Plata. Facultad de Ciencias económicas. Argentina.

Master of Science in Marketing. Licenciado en Administracion. Facultad de Ciencias Económicas. UNLP

Hizo su maestría en Grenoble Graduate School of Business. Grenoble Ecole de Management.

Lic. Lucía Macchia, Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.

Licenciada en Administración.

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Published

2014-12-22

How to Cite

Paús, M. F., & Macchia, L. L. (2014). Viral Marketing in social media: What content is more contagious and Why?. Ciencias Administrativas, (4). Retrieved from https://revistas.unlp.edu.ar/CADM/article/view/853

Issue

No. 4 (2014): July - December

Section

Essays

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