How to succeed in viral marketing? Focus on the message and the strategy!

The aim of this paper is to illuminate the key attributes of successful viral marketing campaigns. Firstly, I discuss the importance of message in viral marketing and how different types of messages are affecting the consumer decision to spread the viral message further on. Secondly, two main types of strategies (random and placed) are analyzed and also their relation to different types of messages. Throughout the paper, the examples from research and practice are used for clarification of these attributes of viral marketing. Lastly, I summarize the most important findings. 

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