Knowledge-sharing and influence in online social networks via viral marketing

By M. Subramani, B. Rajagopalan. CACM, 2003

454 citations recorded by the source corpus.

Subfields: Communication, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c7f4c1b2464b29cd6b2a21d00251f338dda98055

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In Sociology and Political Science

Citations in the corpus

The dynamics of viral marketing (2005, background): “Moreover, Subramani and Rajagopalan [ SR03 ] noted that “there needs to be a greater understanding of the contexts in which viral marketing strategy works and the characteristics of products and services for which it is most”
Collaborative networked organisations and customer communities: value co-creation and co-innovation in the networking era (2011, background): “…channels (e.g. interactive Websites) and innovative marketing strategies like: ‘viral marketing’ – e.g. online word-of-mouth (Anderson 1998, Wilson 2000, Subramani and Rajagopalan 2003), ‘event marketing’ – e.g. promotion of interactive conventions (Melnick and Wamm 2004, Aiken and Campbell 2005),…”
Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs (2011, background): “However, negative WoM also provides important information for diagnosing the gap between a product's values and customer expectations [36].”
The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities (2008, background): “The various platforms themselves, which facilitate eWOM such as discussion boards and other online communication tools are also increasingly being recognized for how they influence the adoption and use of products and services (Subramani and Rajagopalan, 2003).”
The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus (2019, background): “Subramani and Rajagopalan (2003) discussed how electronic word of mouth platforms such as online discussion forums and online communities play a significant role in facilitating influence of products and brands.”
Are You Following Me? A Content Analysis of TV Networks’ Brand Communication on Twitter (2011, background): “…people to influence more others, minimizes the effort required to exert influence attempts, and increases flexibility for incorporating influence strategies; thus, influence in online social networks is more compelling and pervasive than are FtF interactions (Subramani and Rajagopalan 2003).”
Conceptualising electronic word of mouth activity: An input‐process‐output perspective (2011, background): “How channels, such as discussion boards and online communities, which facilitate eWOM, influence products or service adoption has also been studied (Subramani and Rajagopalan, 2003).”