“Do it to Denmark”: A case study on viral processes in marketing messages

Bodil Stilling Blichfeldt; Karina Madsen Smed

doi:10.1177/1356766715573652

“Do it to Denmark”: A case study on viral processes in marketing messages

Bodil Stilling Blichfeldt, Karina Madsen Smed

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Originalsprog	Engelsk
Tidsskrift	Journal of Vacation Marketing
Vol/bind	21
Udgave nummer	3
Sider (fra-til)	289-301
ISSN	1356-7667
DOI	https://doi.org/10.1177/1356766715573652
Status	Udgivet - 2015

Bibliografisk note

Can you foresee the consequences of a viral marketing process? Not really!
This paper takes a closer look at what happens to marketing messages when social media users comment on and co-create the messages. What happens is not simply that marketers’ original message spreads like a virus. Instead, a diverse set of discourses are constructed and shared as the marketing message goes viral. The paper states that ‘uncontrollability’ of viral processes creates unforeseeable associations and meanings. These may have little to do with the original message and meanings.

Published: 2015

Emneord

Viral marketing,
Co-creation
Branding
Social media
Viral processes

Adgang til dokumentet

10.1177/1356766715573652

AUB Link

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Citationsformater

@article{113561be81ed45e9a27fe8bdf5fa2913,

title = "“Do it to Denmark”: A case study on viral processes in marketing messages",

keywords = "Viral marketing, , Co-creation, Branding, Social media, Viral processes, Viral marketing, Marketing, Social media, Co-creation",

author = "Blichfeldt, {Bodil Stilling} and Smed, {Karina Madsen}",

note = "Can you foresee the consequences of a viral marketing process? Not really! This paper takes a closer look at what happens to marketing messages when social media users comment on and co-create the messages. What happens is not simply that marketers{\textquoteright} original message spreads like a virus. Instead, a diverse set of discourses are constructed and shared as the marketing message goes viral. The paper states that {\textquoteleft}uncontrollability{\textquoteright} of viral processes creates unforeseeable associations and meanings. These may have little to do with the original message and meanings. Published: 2015",

year = "2015",

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volume = "21",

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T1 - “Do it to Denmark”

T2 - A case study on viral processes in marketing messages

AU - Blichfeldt, Bodil Stilling

AU - Smed, Karina Madsen

N1 - Can you foresee the consequences of a viral marketing process? Not really! This paper takes a closer look at what happens to marketing messages when social media users comment on and co-create the messages. What happens is not simply that marketers’ original message spreads like a virus. Instead, a diverse set of discourses are constructed and shared as the marketing message goes viral. The paper states that ‘uncontrollability’ of viral processes creates unforeseeable associations and meanings. These may have little to do with the original message and meanings. Published: 2015

PY - 2015

Y1 - 2015

KW - Viral marketing,

KW - Co-creation

KW - Branding

KW - Social media

KW - Viral processes

KW - Viral marketing

KW - Marketing

KW - Social media

KW - Co-creation

U2 - 10.1177/1356766715573652

DO - 10.1177/1356766715573652

M3 - Journal article

SN - 1356-7667

VL - 21

SP - 289

EP - 301

JO - Journal of Vacation Marketing

JF - Journal of Vacation Marketing

IS - 3

ER -