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The momentum strategy: Riding viral waves in social media space

Author

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  • Vanhonacker, Wilfried R.

Abstract

This paper uses the Jackie Chamoun story as a case study to illustrate how companies can use the momentum of viral waves in social media to propel their brands’ relevance at virtually no cost. With social media constantly abuzz, an increasing number of real-time marketing opportunities will arise to transfer viral wave momentum into brand momentum. Viral relevance is vital relevance.

Suggested Citation

  • Vanhonacker, Wilfried R., 2014. "The momentum strategy: Riding viral waves in social media space," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(3), pages 217-227, November.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:3:p:217-227
    as

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    More about this item

    Keywords

    real-time marketing; communication; social media; branding; brand relevance;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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