Viral Marketing by Karen Nelson-Field is a concise yet compelling exploration of the science behind digital word-of-mouth. In this thought-provoking work, Nelson-Field taps into over two years of rigorous research to reveal that the enigmatic process of video sharing is far from random. Rather than relying on fleeting luck, her study shows that traditional laws of buyer behavior and advertising remain pivotal even in the age of social media. Drawing on an impressive array of data sets, hundreds of videos, and numerous individual studies conducted by a dedicated research team, the book dismantles the myths surrounding viral success. Its findings deliver clear, evidence-based insights into the mechanisms of sharing, memory retention, and the creative devices that spark audience engagement. Ideal for anyone navigating the ever-evolving digital landscape, Viral Marketing is an essential resource that bridges the gap between established advertising principles and the dynamic world of online media. This book invites marketers to rethink their strategies and embrace a scientific approach to achieving genuine, measurable impact.
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