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Viral Marketing In The Internet. Characteristics Of An Effective Virus.

Author

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  • Joanna A. Kwiatkowska

Abstract

Among internet users surveyed, 63% declares a negative attitude towards advertisements placed in the Internet [3]. At the same time, the value of advertising market in the Internet in Poland has a colossal potential. The internet advertisement will appeal to Internauts if the form of its content is amusing (50 percent), creative and surprising (45 percent) or when it provides consumers with useful information (34 percent) [3]. What is more, it is possible that users interact with an advertisement and pass it farther. It means that they express ‘subconscious acceptance' 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

    Keywords

    marketing; viral marketing; Internet; Viral Spoof;
    All these keywords.

    JEL classification:

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

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