Viral marketing and the new competitive advantage

Qun Ren, Denise Tsang

Research output: Contribution to journalArticle

Abstract

The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.
Original languageEnglish
Pages (from-to)41-54
JournalJournal of Organisational Studies and Innovation
Volume2
Issue number1
Publication statusPublished - 1 Dec 2015

Fingerprint

Viral marketing
Competitive advantage
Marketers
Digital media
Marketing
Social contagion
High-tech
Social media
Social networks
Online games
Interaction
Entertainment
Individual differences
Emotion

Cite this

@article{11b531f250b2443099018659a149737f,
title = "Viral marketing and the new competitive advantage",
abstract = "The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.",
author = "Qun Ren and Denise Tsang",
year = "2015",
month = "12",
day = "1",
language = "English",
volume = "2",
pages = "41--54",
journal = "Journal of Organisational Studies and Innovation",
issn = "2056-9122",
number = "1",

}

Viral marketing and the new competitive advantage. / Ren, Qun; Tsang, Denise.

In: Journal of Organisational Studies and Innovation, Vol. 2, No. 1, 01.12.2015, p. 41-54.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Viral marketing and the new competitive advantage

AU - Ren, Qun

AU - Tsang, Denise

PY - 2015/12/1

Y1 - 2015/12/1

N2 - The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.

AB - The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.

UR - http://www.mbacademy.org.uk/journals/2014-2015/vol-2/issue-1/Denise%20Tsang%20and%20Qun%20Ren.pdf

M3 - Article

VL - 2

SP - 41

EP - 54

JO - Journal of Organisational Studies and Innovation

JF - Journal of Organisational Studies and Innovation

SN - 2056-9122

IS - 1

ER -