Artículo

The Viral marketing: Application and trends

Resumen

The purpose of this document is to explore the intellectual structure of viral marketing, its evolution and research trends. To this end, using scientometric techniques and tools, an analysis of citations was made, based on 188 publications on the subject, from 2000 to 2020, in the Web of Science database. This article identifies three sub-areas that have emerged from the literature. The first one focused on the factors that generate influence in the consumers’ decision making, when interacting with the content generated by the company; the second, explores how viral marketing has been enhanced by the advent of social networks; finally, the third one studies the use of influencers as a dynamic element in campaigns of this type. This work explores the intersection between the discipline of marketing and the use of social networks, especially as the latter are an element for the propagation of the messages of companies and consumers.
Autores
Duque-Hurtado, P; Toro-Cardona, A; Ramirez-Ramirez, D; Carvajal-Henao, M
Título
The Viral marketing: Application and trends
Afiliaciones
Año
2020
DOI
10.21676/23897848.3759
Tipo de acceso abierto
Green Submitted, gold
Referencia
WOS:000604058100008
Artículo obtenido de:
WOS
Fuente
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