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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



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.