Viral Communication as an Instrument of Influencing Consumer Behavior. Experiment
Download paperHead of Public Relations at Evraz plc, PhD degree-seeking student at the Chair of New Media and Theory of Communication, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: mstarovoyt@mail.ruSection: Advertising and Public Relations
The article presents the results of an empirical study of the main factors and conditions that contribute to improving the efficiency of viral communication. Viral communication is a type of communication, when the propagation of emotionally charged messages through the channels of interpersonal internet communication is exponential. Understanding the mechanisms of psychoemotional contagion, underlying the processes of natural spread of messages in the global web, and its impact on consumer behavior can significantly improve the efficiency of viral campaigns in the Internet.