Contagion: Making sense of a marketing epidemic

David Penn

This paper reports on the development and validation of a new research approach - infeXious - which taps into the causes of contagiousness.

Contagion: Making sense of a marketing epidemic

David PennConquest Research

Advances in viral marketing and social media have made buzz the hot topic of 2010. This paper reports on the development and validation of a new research approach, which taps into the causes of contagiousness. It shows that there is a lot more to contagion than either word-of-mouth or emotional engagement.

INTRODUCTION

What's the Buzz?

The last decade has perhaps been the most exciting in the history of marketing and advertising. We've seen our traditional view of the consumer as a rational, autonomous individual overturned by new thinking...

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