Viral Marketing: The Science of Sharing

Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media.

Using original research from more than two years of work, five different data sets, around 1000 videos, nine individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.

Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field’s research builds on the science behind brands and buying.

This is a must-read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.