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Marketing viral en los medios sociales: ¿ Qué contenido es mas contagioso y por qué?

Author

Listed:
  • Femín Paús

    (Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.)

  • Lucía Macchi

    (Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.)

Abstract

Viral marketing is one of the most important tools of digital marketing that has gained great relevance after the explosion of social media. The following essay provides a comprehensive understanding of this phenomenon through the study of two key elements: What content is more viral and why. For a start, the main characteristics of contagious content are identified and then the reason why users spread some content, and not others, to their peers is explained. Therefore, the following document is a good combination of theoretical and practical concepts that result in an excellent guide for gaining deeper understanding of the phenomenon and improving the usage of this tool.

Suggested Citation

  • Femín Paús & Lucía Macchi, 2014. "Marketing viral en los medios sociales: ¿ Qué contenido es mas contagioso y por qué?," Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, Instituto de Investigaciones Administrativas, Facultad de Ciencias Económicas, Universidad Nacional de La Plata, issue 4, pages 67-82, July-Dece.
    • Handle: RePEc:lap:recadm:29
    DOI: -
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    Marketing Viral; consumer behavior; trend.;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

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