A framework for viral marketing replication and mutation

Abstract

The value of successful viral marketing campaigns to marketing performance is widely acknowledged. As a result, a great deal of attention is paid to mechanisms that foster viral spread. However, due to the consumer-influenced nature of viral replication, it is also important to consider the malleability of such messages. Expanding the focus to include the potential for viral mutations is a critical step in understanding how viral messages evolve and in understanding which messages are most likely to spread and generate their desired impact. Further, there currently is no accepted model for the viral marketing replication process to guide research efforts. Therefore, this article defines viral message mutations, builds a framework for the viral replication process, and identifies susceptibility to mutation at various stages of that process. The proposed framework is then used to offer numerous avenues for future research.