In medical terms, for the virus to reproduce and thereby establish infection, it must enter cells of the host organism and use those cells’ materials. The replication success is based on the host’s susceptibility and permissibility. An important phase in the survival of a virus includes finding new hosts (Dimmock et al. 2007). Similar to the development of medical viruses, for viral marketing campaigns, it is important to find the right target consumers for the initial phase in the release of the marketing content for consumers to not only like the message but help it become viral by managing its transmission to other users. Under these circumstances, the market mavens are extremely important, especially in the ...
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