Viral Marketing: The Science of Sharing is not your typical 'how to get shared' book.It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research to the topic, Nelson-Field says, Wake up and smell the well-branded coffee .Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow will find the key research that underpins this new work familiar. Nelson-Field's research builds on the science behind brands and buying.This is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.
Product Identifiers
Publisher
Oxford University Press Australia
ISBN-13
9780195527988
eBay Product ID (ePID)
182879205
Product Key Features
Author
Karen Nelson-Field
Publication Name
Viral Marketing: the Science of Sharing
Format
Paperback
Language
English
Subject
Computer Science, Marketing, Business
Publication Year
2013
Type
Textbook
Number of Pages
128 Pages
Dimensions
Item Height
230mm
Item Width
155mm
Item Weight
250g
Additional Product Features
Title_Author
Karen Nelson-Field
Country/Region of Manufacture
Australia
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