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Girard  (p. 9-22)

Cooper (p. 23-32)

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Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Viral Marketing – More than a Buzzword

Author(s): Kyongsei Sohn, John T. Gardner, Jerald L. Weaver

Citation: Kyongsei Sohn, John T. Gardner, Jerald L. Weaver, (2013) "Viral Marketing – More than a Buzzword," Journal of Applied Business and Economics, Vol. 14, Iss. 1, pp. 21-42

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The goal of the study is to formalize the concept of viral marketing (VM) as a close derivative of

contagion models from epidemiology. The study examines in detail the two common mathematical models

of epidemic spread and their marketing implications. The SIR and SEIAR models of infectious disease

spread are examined in detail. From this analysis of the epidemiological foundations along with a review

of relevant marketing literature, a marketing model of VM is developed. This study demonstrates the key

elements that define viral marketing as a formal marketing concept and the distinctive mechanical

features that differ from conventional marketing.