The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study...

This work explores the potential for utilising the service-dominant (S-D) logic of Vargo and Lusch (2004, 2006, 2008a, 2008c) as a framework for innovation processes from a network perspective. The work presents a conceptual framework for the subsequent empirical study of this issue by...