TY  - BOOK
AU  - Wolter,Joerg
AU  - Barth,Vincent
AU  - Barthel,Eva Maria
AU  - Gröbel,Julia
AU  - Linden,Elena
AU  - Wolf,Yvonne
AU  - Walther,Eva
TI  - Inside the host's mind: psychological principles of viral marketing
SN  - 14775212
AV  - HF5415.1265 INT 
PY  - 2016///
CY  - Geneva
PB  - Inderscience
KW  - Viral marketing
KW  - Psychology
KW  - Consumer involvement
N2  - Although viral marketing is a timely and often used concept to promote brand and products, little is known yet about the psychological factors producing a successful marketing campaign. Based on a review and analyses of the literature, the basic psychological principles related to viral marketing success are delineated in this article. Specifically, the following aspects are addressed: motivational and behavioural characteristics of the user, optimal seeding strategies, network selection decisions, positive or negative affect elicited by campaigns, levels of consumer involvement and issues of the technical design. According to our findings we postulate seven important psychological propositions and provide some practical guidance for applying these principles in order to maximise success
UR  - https://doi.org/10.1504/IJIMA.2016.076981
ER  -