Research on propagation mechanism of viral marketing

摘要

With the growing popularity of Internet, online advertising increases dramatically. But the immunity of users on advertisement gets stronger and stronger and the boycott means become more and more. How to make the clients accept the marketing communication? “Viral marketing” disperses to millions of recipients by taking the advantage of public praise of the clients. The public helps to realize the lever effect of marketing propagation. This thesis reviews the relevant literature on viral marketing and makes an in-depth analysis on the principles of viral marketing diffusion. It summarizes some steps for successful viral marketing and puts forward conclusion and suggestions in the end.