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Viral Marketing In Tertiary Level Educational Establishments, Vicky O'Sullivan

Theses

Technological evolutions, principally developments in electronic and digital social media, have introduced new marketing paradigms, such as viral marketing. Viral marketing is a relatively new phenomenon which offers marketing practitioners significant opportunities to reach target audiences in a credible and attention grabbing way.

Students have rapidly adopted new social technologies, and they use these media to enrich existing offline personal relationships that they have with friends within their tertiary level environment. Students have a predilection to forward messages to friends, and value messages they receive from friends. This is because students trust friends, and also believe that friends will know …