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Viral Marketing

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  • Mira Rakic, Beba Rakic

    (Graduate School of Business Studies, Megatrend University, Belgrade)

Abstract

The focus of this paper is viral marketing – the process of creating, receiving, sending and forwarding “virus”-marketing messages. Model “5C” is presented according to which the passing on of viral marketing messages depends on consumers, category, company, content (of message) and context. Viral messages can be created by both the representatives of a company and consumers (like individuals or in communities), but they are being passed on by consumers. When a company creates a viral message, it is “only” necessary to create “the right marketing message” (with the right content) - with a viral potential – virus and pass it on to the “right users-consumers” in the “right context”. Since the users of digital media and/or consumers also create and pass on messages, companies have to check and "direct" all viral communications (related to the company) in a desired direction.

Suggested Citation

  • Mira Rakic, Beba Rakic, 2015. "Viral Marketing," Ekonomika, Journal for Economic Theory and Practice and Social Issues 2014-04, „Ekonomika“ Society of Economists, Niš (Serbia).
    • Handle: RePEc:esb:casctr:2014-416
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    viral marketing; viral communications; viral messages; 5C model;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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