Woerndl, Maria; Papagiannidis, Savvas; Bourlakis, Michael; … - In: The international journal of business science & applied … 3 (2008) 1, pp. 33-45
are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical … factors for viral marketing, an Internet-based 'word-of-mouth' marketing technique. Based on existing knowledge, five types of … viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors …
