The Science of Sharing deals with the principles of viral marketing based on original research of more than two years by the team of the Ehrenberg-Bass Institute for Marketing Science. This study book offers well-founded insights into the sharing of videos and the influence of creative elements on memory and consumer behavior.
Summary
The book debunks the myth that viral successes are simply random. Through rigorous research using five datasets and over a thousand videos, Karen Nelson-Field highlights the importance of well-known laws within marketing and purchasing behavior, including on social media. The results align with earlier work such as How Brands Grow and provide valuable knowledge for professionals who want to develop effective marketing strategies.
Viral Marketing is essential for anyone involved in social media and video sharing. It combines scientific grounding with practical advice that can save time, costs, and reputation.
Product specifications
- Author: Karen Nelson-Field (Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia)
- Publisher: Oxford University Press Australia
- Imprint: OUP Australia and New Zealand
- Publication date: 2013-08-29
- Number of pages: 128
- ISBN: 9780195527988
- Subject: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Marketing / General
About the author
Karen Nelson-Field conducts research at the Ehrenberg-Bass Institute, focusing on the applicability of empirical insights in marketing and purchasing behavior within new media. Her work in viral marketing and video sharing is internationally recognized and encourages discussion among professionals.