...Divyaneet Kaur; Shiksha Kushwah; Satish Kumar Purpose In today’s digital age, where information spreads faster than ever, viral marketing has emerged as a powerful strategy for businesses to reach their target audience and achieve exponential growth. Despite the growing importance of viral...

... and viral marketing, on customer relationships. Further, the study responds to the need for practical guidance for managers in relation to the management of blog marketing to facilitate customer relationships and enhance the viral impact of blogs. This network view identifies each person who shares...

...Michael Beverland; Angela Dobele; Francis Farrelly 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...