How Contagious Is Your Viral Marketing Campaign? A Mathematics Model for Assessing Campaign Performance

Michael T. Ewing

David B. Stewart

Dineli R. Mather

Joshua D. Newton

Deakin University, Australia

Management slant

  • Most so-called "viral" campaigns are made up of both viral and non-viral components.
  • Current metrics for evaluating viral campaigns do not typically differentiate between the viral and non-viral components, potentially overstating the contribution made by the viral component.
  • This research developed new metrics for evaluating the effectiveness of both viral and non-viral components, allowing managers to assess which components contribute to campaign success.