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

Bodil Stilling Blichfeldt, Karina Madsen Smed

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    6 Citationer (Scopus)
    TidsskriftJournal of Vacation Marketing
    Udgave nummer3
    Sider (fra-til)289-301
    StatusUdgivet - 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


    • Viral marketing,
    • Co-creation
    • Branding
    • Social media
    • Viral processes