Một khung lý thuyết cho quá trình sao chép và biến đổi của tiếp thị virus

AMS Review - Tập 10 - Trang 206-222 - 2019
Gavin L. Fox1, Stephen J. Lind1
1Williams School of Commerce, Washington and Lee University, Lexington, USA

Tóm tắt

Giá trị của các chiến dịch tiếp thị virus thành công đối với hiệu suất tiếp thị được công nhận rộng rãi. Do đó, rất nhiều sự chú ý được dành cho các cơ chế thúc đẩy sự lan tỏa virus. Tuy nhiên, do tính chất bị ảnh hưởng bởi người tiêu dùng của sự sao chép virus, điều quan trọng là phải xem xét tính linh hoạt của các thông điệp như vậy. Mở rộng trọng tâm để bao gồm tiềm năng cho các đột biến virus là một bước quan trọng trong việc hiểu cách mà các thông điệp virus phát triển và trong việc hiểu những thông điệp nào có khả năng lan tỏa và tạo ra tác động mong muốn nhất. Hơn nữa, hiện tại chưa có mô hình nào được chấp nhận cho quá trình sao chép tiếp thị virus để hướng dẫn các nỗ lực nghiên cứu. Do đó, bài báo này định nghĩa các đột biến thông điệp virus, xây dựng một khung cho quá trình sao chép virus và xác định khả năng xảy ra đột biến ở các giai đoạn khác nhau của quá trình đó. Khung lý thuyết được đề xuất sau đó được sử dụng để cung cấp nhiều hướng nghiên cứu trong tương lai.

Từ khóa

#tiếp thị virus #quá trình sao chép #biến đổi virus #mô hình tiếp thị #truyền thông lan tỏa

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