Viral Marketing: The Science of Sharing

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Karen Nelson-Field (, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia)

Viral Marketing

The Science of Sharing

Karen Nelson-Field (, Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South Australia)

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English

OUP Australia and New Zealand
29 August 2013

Business studies: general; Business strategy; Entrepreneurship; Sales & marketing; Computer networking & communications

Viral Marketing: The Science of Sharing 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 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 media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.

By: Karen Nelson-Field ( Senior Research Associate Ehrenberg-Bass Institute for Marketing Science University of South Australia)
Imprint: OUP Australia and New Zealand
Country of Publication: Australia
Dimensions: Height: 230mm, Width: 155mm, Spine: 9mm
Weight: 250g
ISBN: 9780195527988
ISBN 10: 0195527984
Pages: 128
Publication Date: 29 August 2013
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

1. It’s an EpidemicKaren Nelson-Field2. When Laws Are Not LawsKaren Nelson-Field3. Emotions and SharingKaren Nelson-Field, Erica Riebe and Byron Sharp4. Not all Fart Jokes are FunnyKaren Nelson-Field and Erica Riebe5. Brand Prominence and SharingKaren Nelson-Field and Jenni Romaniuk6. Reach [Still] ReignsKaren Nelson-Field, Erica Riebe and Byron Sharp7. The Pay-offKaren Nelson-Field with Jennifer Taylor and Nicole Hartnett8. The Social OpportunityKaren Nelson-Field with Kellie Newstead9. Last DrinksKaren Nelson-FieldAppendix: Arousal Testing Research Method ExplainedKaren Nelson-Field with Haydn Northover

Karen Nelson-Field is a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video sharing have been internationally recognised both in industry and academic forums while her (sometimes controversial) findings regularly spark global discussion amongst practitioners.