Purpose – This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers....

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and...

Purpose – Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and importantly, why they pass it on. The paper aims to discuss this issue. Design/methodology/approach – The...

Purpose – Social media has transformed conventional marketing methods. This medium offers a unique blend of asynchronous communication, opportunities to co-create and customer empowerment far removed from traditional firm-to-consumer, push-vs-pull marketing messages. The purpose of this paper...

Purpose – The purpose of this paper is to identify the antecedents that may determine the opening of e-mails from companies that endeavour to promote their products, and what may motivate individuals to forward such messages to others. Design/methodology/approach – The paper presents...

Purpose – The purpose of this paper is to examine the characteristics of virtual social networks (VSNs) and to determine their salient attributes, including those that influence flow experience, trust and electronic word-of-mouth (eWOM) behaviors affecting users’ purchase intentions, and to...

Purpose – This research aims to investigate the importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing. Design/methodology/approach – Quantitative and qualitative research methods have...