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- W189585370 abstract "This chapter provides a conceptualization of viral advertising. It begins with a brief overview of viral marketing: the context within which viral advertising has emerged. Viral marketing is a technique used to gain access to social networks that voluntarily pass along an advertising message. The most common feature associated with viral marketing is electronic word of mouth. The chapter discusses similarities and differences between viral marketing and viral advertising. It offers a definition of viral advertising and discusses its key characteristics. A historical perspective on viral advertising is offered with key industry examples. The chapter explores past scholarship through the framework of the interactive advertising mode. The interactive advertising model (IAM) offers a useful framework to organize the literature on viral advertising. The IAM outlines three schools of thought: structural, functional, and information processing." @default.
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- W189585370 date "2014-01-24" @default.
- W189585370 modified "2023-10-18" @default.
- W189585370 title "Viral Advertising" @default.
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- W189585370 doi "https://doi.org/10.1002/9781118378465.ch10" @default.
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