Can I read Viral Marketing : the Science of Sharing on EtoBox?

Viral Marketing : the Science of Sharing by Karen Nelson-Field; Byron Sharp is a book available to read on EtoBox.

What is Viral Marketing : the Science of Sharing about?

This 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 (Sharp, 2010) 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

Author

Karen Nelson-Field; Byron Sharp

Publisher

Oxford University Press Australia & New Zealand

Published

2013

Language

EN

ISBN

9780195527988

Subjects

Sociology, Technology, Social_sciences

Updated

2026-03-24