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| 005 | 20241002102244.0 | ||
| 008 | 241002b |||||||| |||| 00| 0 eng d | ||
| 022 | _a14775212 | ||
| 040 |
_aMSU _bEnglish _cMSU _erda |
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| 050 | 0 | 0 | _aHF5415.1265 INT |
| 100 | 1 |
_aWolter, Joerg _eauthor |
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| 245 | 1 | 0 |
_aInside the host's mind : _bpsychological principles of viral marketing/ _ccreated by Joerg Wolter, Vincent Barth, Eva-Maria Barthel, Julia Gröbel, Elena Linden, Yvonne Wolf and Eva Walther |
| 264 | 1 |
_aGeneva : _bInderscience, _c2016. |
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| 336 |
_2rdacontent _atext _btxt |
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| 337 |
_2rdamedia _aunmediated _bn |
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| 338 |
_2rdacarrier _avolume _bnc |
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| 440 |
_aInternational journal of internet marketing and advertising _vVolume 10, number 1/2 |
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| 520 | 3 | _aAlthough 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. | |
| 650 |
_aViral marketing _vPsychology _xConsumer involvement |
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| 700 | 1 |
_aBarth, Vincent _eco author |
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| 700 | 1 |
_aBarthel, Eva Maria _eco author |
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| 700 | 1 |
_aGröbel, Julia, _eco author |
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| 700 | 1 |
_aLinden, Elena _qco author |
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| 700 | 1 |
_aWolf, Yvonne _eco author |
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| 700 | 1 |
_aWalther, Eva _eco author |
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| 856 | _uhttps://doi.org/10.1504/IJIMA.2016.076981 | ||
| 942 |
_2lcc _cJA |
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| 999 |
_c167494 _d167494 |
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