@article{113561be81ed45e9a27fe8bdf5fa2913,
title = "{\textquotedblleft}Do it to Denmark{\textquotedblright}: 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",
}