Two hearts in three-quarter time: How to waltz the social media/viral marketing dance

The concept of viral marketing has been discussed in the literature for over 15 years, since Jeffrey Rayport first introduced the term in 1996. However, the more widespread use of social media has recently pushed this idea to a whole new level. We provide insight into the relationship between social...

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Veröffentlicht in:	Business horizons 2011-05, Vol.54 (3), p.253-263
Hauptverfasser:	Kaplan, Andreas M., Haenlein, Michael
Format:	Artikel
Sprache:	eng
Schlagworte:	Market strategy Social media Social networks Studies User-generated content Viral marketing Web 2.0 Word of mouth advertising Word-of-mouth
Online-Zugang:	Volltext
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