Viral Marketing: The Science of Sharing

Paperback | October 1, 2013

byKaren Nelson-Field

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It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research tothe topic, Nelson-Field says, "Wake up and smell the well-branded coffee." Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. DrNelson-Field reports new knowledge on sharing, memory and the influence of creative devices. Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field's research builds onthe science behind brands and buying. This is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.

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It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research tothe topic, Nelson-Field says, "Wake up and ...

Karen Nelson-Field is a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video shar...
Format:PaperbackDimensions:128 pages, 9.02 × 6.02 × 0.01 inPublished:October 1, 2013Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195527984

ISBN - 13:9780195527988

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Table of Contents

1. It's an Epidemic2. When Laws are not Laws3. Emotions and Sharing4. Not all Fart Jokes are Funny5. Brand Prominence and Sharing6. Reach [still] Reigns7. The Payoff8. The Social Opportunity9. Last Drinks10. Arousal Testing Research Method Explained - For Interested Readers