Viral Marketing - Establishing Customer Relationships by «Word-of-mouse»

Newcomers to electronic markets are forced to accumulate customers as rapidly as possible. One strategy to fulfil this aim is so called viral marketing, which seems an appropriate term for describing the pattern in which Internet companies spread by making use of customer referrals. The aim of this article is to describe and explain common features of viral marketing strategies and to outline chances and risks associated with using Internet word-of-mouth in consumer settings.

Английский

Electronic Markets. – 2000. – Vol. 10, № 3. – P. 158–161.