“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

The Faculty of Humanities

Research output: Contribution to journal › Journal article › Research › peer-review

5 Citations (Scopus)

Original language	English
Journal	Journal of Vacation Marketing
Volume	21
Issue number	3
Pages (from-to)	289-301
ISSN	1356-7667
DOIs	https://doi.org/10.1177/1356766715573652
Publication status	Published - 2015

Keywords

Viral marketing
Marketing
Social media
Co-creation

Access to Document

10.1177/1356766715573652

Cite this

@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",

doi = "10.1177/1356766715573652",

language = "English",

volume = "21",

pages = "289--301",

journal = "Journal of Vacation Marketing",

issn = "1356-7667",

publisher = "SAGE Publications",

number = "3",

}

TY - JOUR

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

VL - 21

SP - 289

EP - 301

JO - Journal of Vacation Marketing

JF - Journal of Vacation Marketing

SN - 1356-7667

IS - 3

ER -