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• W1884295005 abstract "Viral marketing is a technique employing consumers as a market force to spreadmessages in social networks, almost like a virus. The challenge with viral marketingis knowing how it works. We argue that previous research has focused too much onthe content of the messages, rather the ones who actually share them. The purpose ofthis study is to gain deeper insights into viral marketing from a consumer perspective,focusing on the aspects consumers find significant when sharing material online. Byconducting qualitative interviews our findings show that even though the respondentswere active on social media, they were quite passive users. Our analysis show thatwhat consumers decided to share were contingent upon the purpose of the share, themessages had higher significance than the content. Our analyses show that sharingviral messages is not seen as an innocent share, but rather elements in the respondentsidentity construction." @default.
• W1884295005 created "2016-06-24" @default.
• W1884295005 creator A5039535994 @default.
• W1884295005 creator A5082493109 @default.
• W1884295005 date "2015-01-01" @default.
• W1884295005 modified "2023-09-27" @default.
• W1884295005 title "Show me what you share and I’ll tell you who you are" @default.
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• W1884295005 hasPublicationYear "2015" @default.
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