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Virally inspired: A review of the theory of viral stealth marketing

Author

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  • Swanepoel, Celeste
  • Lye, Ashley
  • Rugimbana, Robert

Abstract

Viral stealth marketing is a contemporary marketing technique, which has evolved in reaction to the increasingly competitive marketing environment. This paper notes that despite its huge potential, very little research is being targeted towards understanding the utility of viral stealth marketing, particularly in the context of Generation Y, whose behavioural characteristics are particularly suited to this form of marketing. This paper explores the nature of viral stealth marketing and its ethical implications; then formulates an agenda for future research that has a potential to add significant value to organisations.

Suggested Citation

  • Swanepoel, Celeste & Lye, Ashley & Rugimbana, Robert, 2009. "Virally inspired: A review of the theory of viral stealth marketing," Australasian marketing journal, Elsevier, vol. 17(1), pages 9-15.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:1:p:9-15
    DOI: 10.1016/j.ausmj.2009.01.005
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    References listed on IDEAS

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    1. MaryAnn Reynolds & Kristi Yuthas, 2008. "Moral Discourse and Corporate Social Responsibility Reporting," Journal of Business Ethics, Springer, vol. 78(1), pages 47-64, March.
    2. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
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    Cited by:

    1. de Miguel-Arribas, A. & Morón-Vidal, J. & Floría, L.M. & Gracia-Lázaro, C. & Hernández, L. & Moreno, Y., 2024. "Contests in two fronts," Chaos, Solitons & Fractals, Elsevier, vol. 179(C).
    2. Jarosław Jankowski & Magdalena Zioło & Artur Karczmarczyk & Jarosław Wątróbski, 2017. "Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns," Sustainability, MDPI, vol. 10(1), pages 1-12, December.
    3. Pehlivan, Ekin & Berthon, Pierre & Hughes, Mine Üçok & Berthon, Jean-Paul, 2015. "Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships," Business Horizons, Elsevier, vol. 58(6), pages 591-598.
    4. 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).
    5. Nicolae Al. Pop & Silvia Fotea & Silvia Dusa & Alexandru Palade, 2016. "Entrepreneurial Approach on Relationship Marketing in Family Owned Business," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 122-135, July.

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    More about this item

    Keywords

    Viral; Ethics; Stealth; Gen Y; Marketing;
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