Internet as Mode of Resistance: Leveraging Internet Contagions (original) (raw)
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Viral Marketing, sometimes described as word of mouse publicity, is a tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat. Viral marketing is increasingly being recognized as an important way for firms to spur the trial, use and adoption of products and services. While viral marketing has been wildly successful for some products, it has not worked as well for others. What is clearly needed is an informed approach to the issue through a greater understanding of the complex nature of persuasion and compliance in online social networks. This paper proposes a framework highlighting the behavioral mechanisms underlying knowledge sharing, influence and compliance in online social networks. The framework provides a basis to determine the characteristic of appropriate viral marketing strategies in different contexts and can be a useful guide for managers and for future research into this important phenomenon.