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Surfing social-media waves to propel a brand’s momentum: What wave, and when and how to ride it to perfection

Author

Listed:
  • Vanhonacker, Wilfried R.

Abstract

Viral waves in social-media space provide cost-effective opportunities for real-time marketing. This paper provides some guidelines on wave judgment, timing, and how to ride a viral wave in order to transform wave momentum into brand momentum and enhance a brand’s standing in the digital era.

Suggested Citation

  • Vanhonacker, Wilfried R., 2015. "Surfing social-media waves to propel a brand’s momentum: What wave, and when and how to ride it to perfection," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(4), pages 345-350, February.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:345-350
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    More about this item

    Keywords

    real-time marketing; social media; branding; brand relevance; momentum strategy; viral wave;
    All these keywords.

    JEL classification:

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

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