The key characteristic at the base of viral marketing and its success is represented by the efficient use of social networks. Viral marketing is based on the expectation that consumers will like or find interesting the marketing message in a significant proportion as to entice them to forward it to members of their social network: family, peers, friends, co-workers, and online acquaintances. Its advantage stems from the high power and influence social networks have today as a result of the Internet and the widespread use of social media.
Social networks are especially efficient for viral marketing campaigns because they allow for the distribution of commercial messages with viral potential and characteristics; they ...
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