Viral Marketing Plan Maro Vlachopoulou, Vicky Manthou Eleonora-Ioulia Malama, University of Macedonia, 156 Egnatia Str, Thessaloniki,

GR-54 6, Greece Tel: +3023108918 ! Email: ma"la#uom$%r University of Macedonia, 156 Egnatia Str, Thessaloniki, GR-54 6, Greece Tel: +302310891893, Email: manthou#uom$%r University of Macedonia, 156 Egnatia Str, Thessaloniki, GR-54 6, Greece Tel: +302310891!28, ,Email: malama#uom$%r Abstract &han%e' in technolo%ical en"ironment ha"e taken tra(itional marketin% to a ne) le"el o* creati"ity an( e**ecti"ene'', challen%in% it' *un(amental +a'ic' an( pro"i(in% marketer' )ith a *loo( o* inno"ati"e 'trate%ie' to con"ey their +ran(' an( reach their cu'tomer' helpin% to 'hape the practice o* Internet marketin%$ Viral Marketin% take' a("anta%e o* the ne) Internet en"ironment, an( i' an e,citin% area *or re'earch (ue to it' relati"e no"elty an( e,plo'i"e %ro)th$ Thi' paper pre'ent' an( analy'e' the +a'ic 'tep' o* a "iral marketin% plan a' a %ui(eline *or the (e"elopment o* e**ecti"e VM campai%n' an( inte%ratin% the'e in online marketin% 'trate%ie'$

Keywords: Viral marketin% plan, Internet marketin% 'trate%ie' Track indication: -e) technolo%ie' . E marketin%

1. Introduction The ma''-uptake o* ne) communication' channel', the increa'e( "olume o* people online an( the e,pan'ion o* 'ocial net)ork' throu%h Internet *orce "iral marketin% to +ecome le'' an epi'o(ic e"ent an( more a 'trate%ic proce'' an( cycle /0iorio, 20011$Viral marketin% 'trate%y encoura%e' in(i"i(ual' to pa'' on a marketin% me''a%e to other', thu' creatin% the potential *or e,ponential %ro)th in the e,po'ure an( in*luence o* the me''a%e$ 2ike a "iru', a %oo( i(ea3me''a%e can 'prea( acro'' the )orl( +oth in'tantly an( e,ponentially "ia a (i%ital plat*orm, +e that email, 4M4, or )hate"er ne) (i%ital technolo%y i' u'e( to communicate )ith *rien(', *amily or )ork collea%ue' /5il'on, 2000, 6ol('mith, 2002, 4hirky, 2002 an( e+i7, 20011$ The (i''emination part occur' )hen people /rea( a("ocate', con'umer', cu'tomer' etc$1 are 'o taken )ith the content o* the email that they pa'' it on to other'$ 0ealin% )ith a li"e en"ironment an( a )i(e ran%e o* "aria+le' )here anythin% can happen in a 'hort perio( o* time, "iral marketin% 'trate%y nee(' to +e or%ani'e( an( planne($ Mana%in% cu'tomer-to-cu'tomer interaction' re8uire' 'ettin% in place an( *ormali7in% proce''e' that %ui(e cu'tomer a("ocate'9 communication' an( en'ure' the

'ucce''*ul operation o* the campai%n$ 4ince "iral marketin% i' 'till a ne) an( une,plore( techni8ue *or mo't marketer', the aim o* thi' paper i' to clari*y it' concept an( (i'play it' multiple mo(el' an( techni8ue'$ 5ithin the 'cope o* the paper, the 'tep' *or the creation an( e,ecution o* a "iral marketin% 'trate%y are i(enti*ie( an( analy'e(, in or(er to ena+le marketer' to *ully an( 'ucce''*ully e,ploit thi' ne)ly Internet marketin% re'earch area /-%ai, 20031 2. Viral marketing plan steps The "ariou' 'tep' o* a "iral marketin% plan (eterminin% the appropriate tar%et au(ience, e'ta+li'hin% the "iral marketin% o+:ecti"e' an( 'trate%ie', 'electin% implementation mo(el' an( e"aluatin% "iral marketin% campai%n are 'u%%e'te( a' a %ui(eline *or the plannin% an( e,ecution o* a VM 'trate%y$ 2.1 Target audience researc and determination The key in%re(ient +ehin( "iral marketin% i' the nee( to reach the ri%ht tar%et au(ience, )hich ha"e hi%h propen'ity to create an( 'en( marketin%-rele"ant in*ormation to it' 'ocial net)ork$ /e-*luential',20011$ ;' a re'ult, ac8ui'ition o* kno)le(%e o* tar%et au(ience<' characteri'tic', e,pectation', "alue' an( ha+it' i' con'i(erin% +ein% the *ir't 'tep in a "iral marketin% plan, inclu(in% action', 'uch a': 1 I(enti*ication o* the in(i"i(ual' amon% cu'tomer' +a'e )ith 'tron%er in*luence' that the other peer', )ho can 'hape the opinion' an( attitu(e' o* other' online 2 I(enti*ication o* the "ariou' 'ource' an( (ata+a'e' to reach au(ience 3 &reation o* the au(ience pro*ile, +y i(enti*yin% it' propen'ity /likelihoo( to take action1, cre(i+ility /a+ility to impact other<' +eha"ior=opinion'1, (emo%raphic characteri'tic' /a%e, income, e(ucation, e$t$c$1, a' )ell a', it' p'ycholo%ical characteri'tic' an( moti"atin% *actor' /(ri"er' o* con'umer +eha"ior, inten'ion o* u'e o* e-mail= ne)'%roup'=+ulletin +oar(' an( technolo%y *or +u'ine'' an(=or entertainment, )illin%ne'' to 'hare e,perience'=in*ormation=pro(uct'='er"ice' o**line an( online, (e'ire *or learnin% ne) i(ea'=per'pecti"e'=tren('=pro(uct' an( 'er"ice', kno)le(%e an( a+ility to makin% +u'ine'' an( per'onal contact' online1$ 2.2 VM ob!ecti"es and tec ni#ues establis ment ; )ell-planne( "iral marketin% 'trate%y may ha"e a num+er o* %oal', typically to increa'e +ran( a)arene'', (ri"e Internet tra**ic an( collect in*ormation, 'uch a' e-mail an( market 'tati'tic'$ The achie"ement o* VM o+:ecti"e' can +e accompli'he( +y a num+er o* alternati"e techni8ue', )hich are *urthermore analy7e( /e+i7, 2001, 1$ Offering of free e-products or e-services Mo't "iral marketin% pro%ram' %i"e a)ay "alua+le pro(uct' or 'er"ice' 'uch a' *ree email 'er"ice', in*ormation, 'o*t)are pro%ram' an( etc$ that per*orm po)er*ul *unction' to attract "i'itor<' attention$ >i%h pro*it' can +e o+taine( +y thi' "iral marketin% techni8ue, %eneratin% the intere't *rom 'omethin% *ree$ The re'ult' are per'onal (ata pro"i'ion o* the "i'itor', moti"ation ?@ABACADEABFD?BG ?@HIJ?KG ILGB MILNI?CHOA an( encoura%ement o* them to 'prea( "irally the )e+ 'ite$

Providing effortless transfers Viral marketin% )ork' 'ucce''*ully on the Internet +ecau'e in'tant communication ha' +ecome ea'y an( ine,pen'i"e$ The me(ium /e-mail, )e+'ite, %raphic, 'o*t)are (o)nloa(1 that carrie' marketin% me''a%e' mu't +e e**ortle'' tran'*erre( an( ea'y replicate( )ithout any (e%ra(ation$ Upgrading technological advancements Por a 'ucce''*ul campai%n the tran'mi''ion metho( mu't +e rapi(ly 'cala+le *rom 'mall to "ery lar%e$ I* the 'trate%y i' 'ucce''*ul, mail 'er"er' mu't +e a((e( "ery 8uickly or the rapi( %ro)th )ill +o% (o)n an( (ie$ I* the "iru' multiplie' only to kill the ho't +e*ore 'prea(in%, nothin% i' accompli'he($ Exploiting motivations and behaviors &le"er "iral marketin% plan' take a("anta%e o* common human moti"ation' an( tap' into people9' (e'ire to 'ociali7e an( 'tay in touch$ ::h Utilizing existing communication networks ; per'on9' +roa(er net)ork may con'i't o* 'core', hun(re(', or thou'an(' o* people, (epen(in% upon it' po'ition in 'ociety$ -et)ork marketer' ha"e lon% un(er'too( the po)er o* the'e human net)ork', +oth the 'tron%, clo'e net)ork' a' )ell a' the )eaker net)orke( relation'hip'$ Qeople on the Internet (e"elop net)ork' o* relation'hip', too$ They collect e-mail a((re''e' an( *a"orite )e+'ite RS2'$ ; "iral marketin% 'trate%y nee(' to e,ploit the a+o"e net)ork' an( i(enti*y the %roup o* online mo"er' an( 'haker' )ho 'hape the opinion' an( attitu(e' o* the Internet community /e-*luential'1$ Tno)in% the ha+it' o* e-*luential', ho) they 'prea( their me''a%e', )here they are acti"e online an( many other "alua+le key' to their in*luence i' +ecomin% more important to +u'ine'' e"ery (ay$ Takes advantage of others' resources ; creati"e "iral marketin% plan u'e' other'9 re'ource' to %et the )or( out$ ;**iliate pro%ram', place te,t or %raphic link' on other'9 )e+'ite'$ ;uthor' )ho %i"e a)ay *ree article' 'eek to po'ition their article' on other'9 5e+Qa%e'$ ; ne)' relea'e can +e picke( up +y hun(re(' o* perio(ical' an( *orm the +a'i' o* article' 'een +y hun(re(' o* thou'an(' o* rea(er'$ 2.$ Implementation models selection ;cti"itie' o* the thir( 'tep inclu(e the 'election o* "iral marketin% (eli"ery metho( an( the (e"elopment o* the incenti"e' to moti"ate cu'tomer' an( pro'pect'$ />ir'h, 20031$ ; li't o* "iral marketin% mo(el' can le"era%e the 'prea(in% o* a me''a%e throu%h )or(-o*mouth$Thi' li't i' not e,hau'ti"e +ut i' inten(e( to %i"e a %lo+al "ie) o* the (i"er'ity o* "iral marketin% mo(el' in"ol"e( in )or(-o*-mouth campai%n'$ Mo't marketer' are alrea(y u'in% 'ome o* the'e +ut *e) ha"e really 'et an or%ani7e( coor(ination o* acti"itie' (e'i%ne( to achie"e particular o+:ecti"e'$ /Vi"ier, 20011$ 5ithin the 'cope o*

thi' re'earch "iral marketin% mo(el' are (e'cri+e( an( pre'ente(, 'u%%e'tin% critical *actor' 'uch a' tar%et au(ience, appropriate techni8ue', re8uire( technolo%ie' an( practical ca'e 'tu(ie'$ ecommendation model The mo't common implementation o* )or(-o*-mouth VM i' the UTell ; Prien(U or USecommen( Thi' To ; Prien(U *orm' on mo't )e+'ite', (e'cri+in% in ta+le I$ The'e *orm' can +e cheaply an( 8uickly implemente( an( their e**icacy can +e enhance( )ith a conte't or lucky (ra)$ It allo)' a "i'itor to ea'ily noti*y 'omeone "ia e-mail )hen a u'e*ul, *unny or "alua+le 'ite come' acro''$ In 'ophi'ticate( "er'ion' "i'itor' appen( their me''a%e in a((ition to the me''a%e, +uilt on the 'y'tem$ The +alance +et)een cu'tomer "alue pro"i(e( +y the net)ork an( concern' 'urroun(in% pri"acy i' a (elicate one$ 0e'cri+in% the marketin% me''a%e3pro(uct3'er"ice in a )ay that i' repeata+le, compellin%, per'ua'i"e an( pro"i(in% ea'y-to-*ollo) e**ecti"e in'truction', marketer' 'upport "i'itor'3cu'tomer' to 'prea( the )or( throu%h a 'imple +utton amon% their 'ocial net)ork'$ ecommendation &ontent VTell-;-Prien(W, VSecommen( Thi' to ; Prien(W, 4ite promotion or Tey)or(' re*erral to "i'itor' net)ork o* *rien(' Tar%et &orporate, aca(emic, home account hol(er' ;u(ience Qractical %rok(otcom /http:33)))$%rok(otcom$com31, Epicuriou' E,ample' /http:33)))$epicuriou'$com1 4ucce'' Ea'e o* u'a%e an( tran'mi''ion, &lear "alua+le pro(uct3'er"ice3me''a%e *actor' , Qer'onali'ation o* the re*erral email Tran'parent an( tru't*ul relation'hip +et)een +ran( an( au(ience, 0eletion o* (ata imme(iately a*ter the re*erral email i' 'ent /the re*erral 'houl( not +e con'i(ere( an opt-in1 Techni8ue' E**ortle'' tran'*er to other', Rtili7ation o* communication net)ork' Technolo%y >TM2 co(e an( 4cript lan%ua%e' cu'tomi'ation onto the )e+ pa%e Table 1: %ecommendation model !ffiliation model ;n a**iliate( pro%ram i' actually a partner'hip *orme( +et)een t)o partie' in the intere't o* e,chan%in% link', throu%h an >TM2 co(e or 'ellin% a pro(uct *or the a**iliate( partner$ Thi' concept a' it i' pre'ente( in ta+le II %i"e' *irm' an opportunity to in*luence people to noti*y a 'ite an( +rin% in ne) cu'tomer' a' )ell a' to make a 'ite3pro(uct3'er"ice "i'i+le$5ith the increa'e o* a**iliate( marketin% pro%ram' "ia Internet there i' a nee( *or a mutual +ene*it in or(er to attract alrea(y 'aturate( 'ite o)ner'$ !ffiliation &ontent Qartner'hip': pro(uct 'ellin%, link' encoura%ement, )e+'ite content Tey)or(' reprint$ Tar%et 5ith common intere't' ;u(ience Qractical ;ma7on /http:33)))$ama7on$com1 E,ample'

4ucce'' Mutual +ene*it *or 'en(er an( recipient, Xuality o* the o**er *actor' Techni8ue' Take' a("anta%e o* other'< re'ource' Technolo%y 2ink', lo% analy7er', intelli%ent a%ent', trackin% 'y'tem' Table 2: A&&iliation model E-communit" model Throu%h thi' mo(el, )hich i' analy7e( in ta+le III *irm' can +rin% cu'tomer' an( pro'pect' into a *ormal or in*ormal net)ork to 'prea( the )or($ The i(ea i' to +rin% cu'tomer' into a("i'ory an( u'er %roup' to 'timulate each other<' enthu'ia'm an( ampli*y )or(-o*-mouth$ ; tran'parent an( tru't*ul relation'hip +et)een the +ran( an( the au(ience i' promote($ The 'en(er actin% a' an e,pert rein*orce' au(ience reputation$$ Secruitin% early a(opter', 'electin% a limite( hi"e, an( 'timulatin% them to talk are e''ential *or the 'ucce'' o* thi' mo(el$ It *latter' opinion' lea(er' an( reco%ni'e their e,perti'e$ E-communit" &ontent &u'tomer' net)orkin% pro%ram, Pormal or in*ormal net)ork , ;("i'ory Tey)or(' %roup', each other<' enthu'ia'm 'timulation an( )or(-o*-mouth ampli*ication Tar%et >omo%eneou' communitie' /people )ith 'peci*ic li*e'tyle (ata, ;u(ience intere't', ho++ie', occupation, etc$ Qractical E%roup' /http:3)))$e%roup'$com1 E,ample' , >ome'tea( /http:33)))$home'tea($com1, >u%o Yo'' /http:33hu%opar*um$com1 , Ya+ycenter /http:33)))$+a+y'ente$com1 4ucce'' Emotional an( rational "alue, Rni"er'al content, Sele"ant "oca+ulary *actor' a(aptation Techni8ue E,ploit common moti"ation' an( +eha"iour, Rtili7e' e,i'tin% ' communication' net)ork' Technolo%y ;("ance( )e+ +a'e( technolo%y Table $: '(community model #roup and $ommunications model The aim o* thi' mo(el a' it can +e 'een *or ta+le IV i' the pro"i'ion o* %roup an( communication' tool' amon% the "i'itor' o* a 'ite, a' )ell a', the opinion' e,chan%e$ &ommunication tool' 'uch a' me''a%e +oar(', chat' or in'tant me''en%er' application', +uil( a %oo( pro(uct that promote' communication, encoura%e' other' to 'hare it, an( make' it compati+le only )ith it'el*, lookin% like a kin( o* *orce( "iral marketin%$ The i(ea +ehin( thi' metho( i' that *or many net)ork application', the "alue o* the net)ork, an( the "alue that each mem+er reali7e', increa'e' (i'proportionately a' more people :oin the net)ork$ #roup and $ommunications &ontent Internet communication *orcin% pro(uct, 4harin% encoura%ement an( Tey)or(' compati+ility Tar%et 4harin% 'o*t)are application' ;u(ience

Qractical E,ample'

I&X /http:3)))$ic8$com1 , ;(o+e ;cro+at, Mercata /http:33)))$mercata$com1, -ap'ter /http:33))$ nap'ter$com1 , QayQal$com /http:33)))$paypal$com1 4ucce'' Sational "alue *or recipient, R'e*ul conte,t , 4ticky application', *actor' Increa'e ')itchin% co't, Increa'e +arrier' *or the competition Techni8ue' 6i"e' a)ay "alua+le pro(uct' or 'er"ice' , 4cale' ea'ily *rom 'mall to "ery lar%e Technolo%y 4peci*ic 'o*t)are u'a%e Table ): *roups and +ommunications model %ree online products and services model Qro"i(in% "i(eo', 'creen'a"er', )allpaper', e-car(', 'ample', *ree content an( %enerally the +e't a''et' o* a )e+'ite, can %reatly ea'e pre'ent cu'tomer' in 'prea(in% the )or( to %et their *rien(' to try the pro(uct, creatin% a 'no)+all "irtuou' e**ect$ Thi' mo(el /Ta+le V1 create' enou%h intere't or re)ar(' con'umer' in or(er to +e )illin% to pa'' alon% the content to their *rien('$ ;ccor(in% to 5il(in% /20001, the trick i' that the content mu't in 'ome )ay enhance or (emon'trate the per'onality o* the 'en(er or match the per'onality o* the recei"er 'o clo'ely, that the 'en(er i' compelle( to +rin% it to hi' or her attention /Tlopper, 20021$ Valua+le an( tan%i+le incenti"e in a 'peci*ic 8uantity a"oi(' 'pam-like (i'tri+ution o* the me''a%e$ The me''a%e mu't +e linke( to one o* the au(ience<' pa''ion o**erin% to 'ol"e a pro+lem$ It ha' to a(opt a rele"ant "oca+ulary an( )ay o* communication accor(in% to the tar%ete( au(ience$ ; tran'parent an( tru't*ul relation'hip +et)een the +ran( an( the au(ience i' promote($ The me''a%e mu't o**er the promi'e o* a +ene*it *or +oth the 'en(er an( the recipient$ Online give & awa" &ontent Tey)or(' Tar%et ;u(ience Qractical E,ample' Pree &ontent /article', e-+ook', report', in*ormation1, 4o*t)are , Pree 0i%ital 6ame', E-car(', 4er"ice /*ree3(i'count, e$%$ )e+ 'pace, ne)'letter, 'creen'a"er', email account1, 4ample', &ompetition' Zoun% people, Internet opinion lea(er' /http33: )))$e*luential'$com1 6-ET /http:33)))$cnet$com1$, 2e Mon(e /http:33)))$lemon(e$*r1 ;("er%ame' />on(a, Por(, &ry'ler, 4prite, Motorola, 2ipton1, ;+'olut Votka /http:33)))$a+'olut(:$com, Ylue Mountain ;rt /http:3)))$+luemountain$com 1 , >otmail /http:3)))$hotmail$com 1, EP;[ /http:33)))$e*a,$com1, Yra"e-et 5e+ 4er"ice' /http:33)))$+ra"enet$com1, MeMail /http:33)))$memail$com1, ;u+a(e /http:33)))$au+a(e$com1, 6eocitie' /http:33)))$%eocitie'$com1 , http:33)))$ma(+la't$com3 Enhance( content , 0e'i%n a 'et o* entertainin% "iral %oo(ie', Memora+le, 'ticky me''a%e or pro(uct , Pa'cinatin% conte,t, Rni8ue an( "alua+le content 3conte,t, 4urpri'e an( ori%inality, Qer'onali'e the re*erral email, Truly ne)')orthy e"ent, conte't, *ree 'er"ice or (i%ital (o)nloa(, >one'ty an( cre(i+ility, hone't en(or'ement, 4moothne''

4ucce'' *actor'

an( "elocity, Incremental +ene*it 6i"e' a)ay "alua+le pro(uct' or 'er"ice', Qro"i(e' *or e**ortle'' tran'*er to other', 4cale' ea'ily *rom 'mall to "ery lar%e, E,ploit common moti"ation' an( +eha"iour, Rtili7e' e,i'tin% communication net)ork Technolo%y Q(* *ile' u'in% ;(o+e ;cro+at, p(* *ile' )ith 6ho't"ie), *ree pro%ram' that con"ert html into p(*, 'pecial e+ook' creation 'o*t)are, &opy an( pa'te cu'tom >TM2 co(e onto the )e+ pa%e an( the recommen( it +utton appear, Pla'h, ;VI' /;u(io Vi(eo Interlea"e1, 5;V' /5a"e*orm1 Table ,: -nline gi"e(away model Techni8ue' 2.) Pro"iding tracking options and monitor t e campaign The metric' an( 'tan(ar(' nee(e( to e"aluate "iral marketin% campai%n e**ecti"ene'' mu't +e pro(uce( an( u'e(, con'i'tin% the *inal 'tep o* the propo'e( plan$ Marketer' re'pon'i+le *or the creation an( mana%ement o* "iral marketin% campai%n' 'houl( an')er critical 8ue'tion' that ha"e a *un(amental impact on the S\I the a+o"e campai%n' /5\MM;, 200]1 Yecau'e ne) )e+ 'ite' are +ein% 'u+mitte(, e"ery (ay thi' 'tep inclu(e' it' maintenance an( the pro"i'ion o* trackin% option', 'uch a' total *or)ar(', total opt-in con"er'ion', num+er o* *or)ar(' *rom 'u+'cri+er', num+er o* *or)ar(' *rom recipient', opt-in con"er'ion' +y o**er, an( link click-throu%h' o**er' /Irelan(, 2003, &lick;ction , 20021$ $. +onclusions 5ithin the 'cope o* thi' paper inte%rate( VM mo(el' ha"e +een analy'e(, )hile a 'trate%ic plan *or their 'ucce''*ul (e"elopment ha' +een 'u%%e'te($ 4e"eral companie' are pu'hin% "iral marketin% in ne) (irection' a' many "aria+le' /e$%$ email 'er"ice'1 reach 'aturation$ ;' a re'ult, ne) compellin% propo'ition' nee( to +e i(enti*ie( an( u'e( /^ur"et'on, 20001$ ;lthou%h there<' no (enyin% the po)er o* "iral marketin%, it mu't +e notice( that it i' 'till a ne) 'trate%y an( there are many 8ue'tion' )aitin% to +e an')ere( in the *uture +y marketer'$ 5hile, VM i' one o* the *a'te( 'trate%ic o* e marketin%, trackin% re'ult' can +e pro+lematic an( co'tly in nature$ In e''ence, "iral marketin% i' to the "irtual )orl( )hat )or(-o*-mouth i' to the real )orl( an( thu', marketer' mu't reali7e that mo"in% +eyon( the +a'ic' (oe' not mean 'i(e-'teppin% the +a'ic'$

). %e&erences 1$ Qerreault, 5$0$ an( Mc&arthy, E$ ^$ /20001, Essentials of !arketing" a glo#al!anagerial a$$roach, 8th E(ition$ Yo'ton: Ir)in Mc6ra)->il 2$ ^ur"et'on, 4$ . 0raper, T$ /199!1, Viral Marketin%$ _\nline` /2003, _4ite(: ;pril 2003`, ;"aila+le at: http:33)))$(*:$com3*ile'3"iralmarketin%$html

3$ 5il'on, S$ P$ /20001 V0emy'ti*yin% Viral Marketin%W _\nline` /2003, _4ite(: May 2003`, ;"aila+le at: http:33)il'oninternet$com3e+ook'3 a$ 6ol('mith, S$ /20021, %iral !arketing get yo&r a&dience to do the !arketing for yo&, Qear'on E(ucation 2imite($ ]$ 4hirky, &$ /20021, Yu'ine'' 2$0 The Tou%he't Viru' o* ;ll, _\nline` /20031, _4ite(: ;pril 2003 ;"aila+le at http:33)))$+u'ine''2$com3article'3ma%30,1 a0,138 !,00$html $ e-*luential' 2001 'tu(y The Qo)er o* \nline In*luencer' Zour &ompany<' -e)e't 4takehol(er 6roup, http:33)))$e*luential'$com3pa%e'3re'earch32001'tu(y, Yur'on Mar'teller !$ Viral Marketin% /20011, _e#i'(, _\nline` /20031, _4ite(: ;pril 2003` ;"aila+le at: http:33'trate%i'$ic$%c$ca34463ee001 9e$html
8$ _\nline` /20031, _4ite(: May 2003` ;"aila+le at: http:33)))$e*luential'$com

9$ >ir'h, 2$ /1, Tell ; Prien(: Viral Marketin% Qack' &lout \nline _\nline` /20031, _4ite(: May 2003` ;"aila+le at: http:33)))$ecommercetime'$com3perl3'tory31a29]$html 10$ 0iorio, 4$ /20011, >o) to &atch on to Viral Marketin%, _\nline` /20031, _4ite(: May 2003` ;"aila+le at: http:33)))$click7$com3mkt3onlbmktb'trat3article$php383!321 11$ Vi"ier, E$ /20011, Viral Marketin%: The Rltimate Marketin% Toolc _\nline` /20031, _4ite(: May 2003` 12$ 5il(in%, M$ /20001, 5or( o* Mou'e Viral marketin% i' +ecomin% increa'in%ly popular, +ut )hat are the pit*all' o* thi' cheap )ay o* %ettin% your me''a%e acro''c , _Yu'ine'' 2$0` _\nline` /20031, _4ite(: May 2003`, ;"aila+le at: http:33)))$+u'ine''2$com3article'3)e+30,1 ]3,1 aaa,PP$html 1]$ Tlopper, >$Y$ /20021, Viral marketin%: a po)er*ul, +ut (an%erou' marketin% tool, 4outh ;*rican ^ournal o* In*ormation Mana%ement, V\2 a/21 _\nline`, _4ite(: May 2003`,;"aila+le at:http:33%eneral$rau$ac$7a3in*o'ci3rau:ournal3(e*ault$a'pc todpeera"olanr2 13$ The S\I o* 5\M: Mea'urin% The Impact \* 5or( \* Mouth In Zour Marketin% http:33)))$)omma$or% 1a$ _\nline` /20031, _4ite(: May 2003` ;"aila+le at: http:33)))$+lo%%erhea('$com3+u'ine''3'earchben%ineboptimi'ationba("ice$a'p 1]$ &lick;ction, /20021, True "iral marketin% _\nline /20021, _4ite(: May 2003`, ;"aila+le at: http:33)))$clickaction$com3'olutionb'er"ice'b"m$html 1 $ ^ur"et'on, 4$ /20001, Prom the %roun( *loor 5hat e,actly i' "iral marketin%c _\nline` /20031, _4ite(: May 2003` http:33)))$re(herrin%$com3ma%3i''ue!83ma%-%roun(-!8$html 1!$ -%ai, E$5$T$ /20031, &ommentary Internet marketin% re'earch /198!-20001: a literature re"ie) an( cla''i*ication, European ^ournal o* Marketin%, Vol 3! -o132, pp$2a-a9