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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Institute Contagious Viral Marketing Campaigns

When it comes to cyberstrategies, viral marketing (viral in a positive sense, meaning a way to spread the word, not to be confused with the negative connotation of “infectious”) is “catching” on in the new economy, states Karen J. Banner in her article “It’s Catching,” which appeared in Adweek magazine. In keeping with its name, viral marketing spreads quickly and is contagious on the Internet.[3] Viral marketing is the strategy that extends messages via a brand’s own users who, on behalf of the brand, forward e-mail messages to friends, family members, and colleagues.

When it comes to cyberstrategies, viral marketing (viral in a positive sense, meaning a way to spread the word, not to be confused ...

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