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Viral Marketing In The Internet. Characteristics Of An Effective Virus


  • Joanna A. Kwiatkowska

    (Czestochowa University of Technology)


Among internet users surveyed, 63% declares a negative attitude towardsadvertisements placed in the Internet [3]. At the same time, the value of advertising market in theInternet in Poland has a colossal potential. The internet advertisement will appeal to Internauts ifthe form of its content is amusing (50 percent), creative and surprising (45 percent) or when itprovides consumers with useful information (34 percent) [3]. What is more, it is possible that usersinteract with an advertisement and pass it farther. It means that they express ‘subconsciousacceptance’ of advertisement. Such a behaviour is known as viral marketing.

Suggested Citation

  • Joanna A. Kwiatkowska, 2009. "Viral Marketing In The Internet. Characteristics Of An Effective Virus," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(11), pages 1-51.
  • Handle: RePEc:alu:journl:v:2:y:2009:i:11:p:51

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    More about this item


    marketing; viral marketing; Internet; Viral Spoof;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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