Welcome to the InfoSci Platform
Reference Hub30
Viral Marketing: The Use of Surprise

Viral Marketing: The Use of Surprise

Adam Lindgreen, Joëlle Vanhamme
Copyright: © 2005 |Pages: 17
ISBN13: 9781591403210|ISBN10: 1591403219|ISBN13 Softcover: 9781591403227|EISBN13: 9781591403234
DOI: 10.4018/978-1-59140-321-0.ch007
Cite Chapter Cite Chapter

MLA

Lindgreen, Adam, and Joëlle Vanhamme. "Viral Marketing: The Use of Surprise." Advances in Electronic Marketing, edited by Irvine Clarke III and Theresa B. Flaherty, IGI Global, 2005, pp. 122-138. https://doi.org/10.4018/978-1-59140-321-0.ch007

APA

Lindgreen, A. & Vanhamme, J. (2005). Viral Marketing: The Use of Surprise. In I. Clarke III & T. Flaherty (Eds.), Advances in Electronic Marketing (pp. 122-138). IGI Global. https://doi.org/10.4018/978-1-59140-321-0.ch007

Chicago

Lindgreen, Adam, and Joëlle Vanhamme. "Viral Marketing: The Use of Surprise." In Advances in Electronic Marketing, edited by Irvine Clarke III and Theresa B. Flaherty, 122-138. Hershey, PA: IGI Global, 2005. https://doi.org/10.4018/978-1-59140-321-0.ch007

Export Reference

Mendeley
Favorite

Abstract

Viral marketing involves consumers passing along a company’s marketing message to their friends, family, and colleagues. This chapter reviews viral marketing campaigns and argues that the emotion of surprise often is at work and that this mechanism resembles that of word-of-mouth marketing. Examining the literature on the emotion of surprise, the chapter next explains how a surprise is created and shared. Overall, the chapter shows how surprise can be a useful tool in a viral marketing campaign. Lastly, conclusions of interest to managers are drawn.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.