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.
Espinosa, Isabel (57222222005); Cuenca, Víctor (57329081100); Eissa-Garcés, Ahmed (57224992729); Sisa, Ivan (54421256700)
2021
10.15446/revfacmed.v69n3.94520
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85117072944&doi=10.15446%2frevfacmed.v69n3.94520&partnerID=40&md5=214c9c0d0fd00cfa0b91ac4d3e82a67c
Universidad San Francisco de Quito USFQ, College of Health Sciences, Medical School, Quito, Ecuador
All Open Access; Gold Open Access; Green Open Access
Scopus
Artículo obtenido de:
Scopus
Fuente
0 0 votos
Califica el artículo
Campus Samborondón
Vía Samborondón Km. 13.5
Call Center: 5150400
metricas@ecotec.edu.ec
Facebook Instagram Youtube

Mapa del sitio