SAGE Reference - Encyclopedia of Social Media and Politics

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Viral Marketing

In: Encyclopedia of Social Media and Politics
Edited by: Kerric Harvey
Subject:Political Communications, Political Communication, Social Media
Keywords:campaigns; Lord's Resistance Army; opinion leadership; peer-to-peer; political campaigns; social media; viral marketing

Viral marketing refers to the application of traditional word-of-mouth marketing to the online environment. Originally developed by Steve Jurvetson and Tim Draper in 1997, the term is used to describe online techniques designed to generate peer-to-peer conversation and buzz about ...

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  Harvey, K. (2014). Viral marketing. In Encyclopedia of social media and politics (pp. 1320-1323). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452244723.n559
  
  Harvey, Kerric. "Viral Marketing." In Encyclopedia of Social Media and Politics, edited by Harvey, Kerric, 1320-23. Thousand Oaks, CA: SAGE Publications, Inc., 2014. https://dx.doi.org/10.4135/9781452244723.n559.
  
  Harvey, K. 2014. Viral Marketing. In: Kerric Harvey Editor, 2014. Encyclopedia of Social Media and Politics, Thousand Oaks, CA: SAGE Publications, Inc. pp. 1320-1323 Available at: <https://dx.doi.org/10.4135/9781452244723.n559> [Accessed 3 Jul 2022].
  
  Harvey, Kerric. "Viral Marketing." Encyclopedia of Social Media and Politics. Edited by Thousand Oaks: SAGE Publications, Inc., 2014, pp. 1320-23. SAGE Knowledge. 3 Jul 2022, doi: https://dx.doi.org/10.4135/9781452244723.n559.
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