Viral Marketing Campaign

See: Marketing Campaign, Influencer Set, Direct Marketing Campaign, Social Network Analysis.

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References

2011

• http://en.wikipedia.org/wiki/Viral_marketing
  • Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages. The goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.

2002

• (Richardson & Domingos, 2002) ⇒ Matthew Richardson, and Pedro Domingos. (2002). “Mining Knowledge-Sharing Sites for Viral Marketing.” In: Proceedings of the Eighth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2002). doi:10.1145/775047.775057

2001

• (Domingos & Richardson, 2001) ⇒ Pedro Domingos, and Matthew Richardson. (2001). “Mining the Network Value of Customers.” In: Proceedings of the Seventh ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2001). doi:10.1145/502512.502525

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