Reactive Viral Marketing

“Word of mouth marketing” may sound familiar to you, but have you ever heard of the term “e-word of mouth marketing” or “word of mouse marketing”? It is related to the term “viral marketing” which is a phenomenon due to digitalization and modern forms of communication. Nowadays more and more companies and brands are engaged in creating viral marketing campaigns in hopes that their content will create a buzz and go viral (Kostić et al., 2015). Dove and Evian are best examples for brands that have undoubtedly created viral marketing success stories. With over more than 200 million views the first month both companies have done a great job in using that modern marketing technique (Ankeny, 2014).

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HOW CONSUMER EMPOVERNMENT STIMULATES GROWTH OF VIRAL CONTENT IN THE ERA OF DIGITAL MARKETING? PART I

Recent ALS Ice Bucket Challenge is an example of a campaign, which went viral on social media, rising over $125 million donations in more than one month [1] for Amyotrophic Lateral Sclerosis (ALS) Association to conduct research and promote awareness of ALS disease. This amount of accumulated money is 40 times more than the sum acquired by ALS Foundation in 2013 [2]. The campaign gained 2.2 million Twitter mentions, 1.2 million Facebook videos of individuals pouring buckets of ice water over themselves, engagement of such leaders as Bill Gates, Mark Zuckerberg, Lei Jun and Victor Koo [3]

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