Economic Themes (2008) 46 (4) 4, 41-49
Ružica Kovač Žnideršič, Dražen Marić
Abstract: Analysing the factors that have contributed to the revolution in to viewing marketing philosophies is inconceivable without analysing the impact of the development of information technology and its use in interaction with consumers. The expanding use of the Internet, with its sub-forms such as intranet and extranet, electronic and other technology-based forms of trade, requires a new way of thinking about the necessary marketing activities, as well as their assessment in an environment where new technologies have given rise to new marketing forms. At a time when marketing theories and practices are focussed on relationships – between companies and consumers, companies and employees, and among consumers themselves, viral marketing is one of the most recent forms of consumer-to-consumer interaction, and as such is a very specific and efficient form of using the Internet in the placement of products and services on the market.
Keywords: Viral marketing; word-of-mouth; consumers; interactions; communication; Internet
VIRAL MARKETING AS A SPECIFIC FORM OF INTERNET-BASED MARKETING OF PRODUCTS AND SERVICES
Ružica Kovač Žnideršič, Dražen Marić
Abstract: Analysing the factors that have contributed to the revolution in to viewing marketing philosophies is inconceivable without analysing the impact of the development of information technology and its use in interaction with consumers. The expanding use of the Internet, with its sub-forms such as intranet and extranet, electronic and other technology-based forms of trade, requires a new way of thinking about the necessary marketing activities, as well as their assessment in an environment where new technologies have given rise to new marketing forms. At a time when marketing theories and practices are focussed on relationships – between companies and consumers, companies and employees, and among consumers themselves, viral marketing is one of the most recent forms of consumer-to-consumer interaction, and as such is a very specific and efficient form of using the Internet in the placement of products and services on the market.
Keywords: Viral marketing; word-of-mouth; consumers; interactions; communication; Internet
