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

Knowledge-sharing and influence in online social networks via viral marketing Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing Mani R. Subramani and Balaji Rajagopalan Online social networks are increasingly being recognized as an important source of information influencing the adoption and use of products and services. Viral marketing ”the tactic of creating a process where interested people can market to each other ”is therefore emerging as an important means to spread-the-word and stimulate the trial, adoption, and use of products and services. Consider the case of Hotmail, one of the earliest firms to tap the potential of viral marketing. Based predominantly on publicity from word-of-mouse [4], the Web-based email service provider garnered one million registered subscribers in its first six months, hit two million subscribers two months later, and passed the eleven million mark in eighteen months [7]. Wired magazine put this growth in perspective in its December 1998 issue: œThe Hotmail user base grew faster than [that of ] any media company in history ”faster than CNN, faster than AOL, even faster than Seinfeld ™s audience. By mid-2000, Hotmail had over 66 million users with 270,000 new accounts being established each day.  While the potential of viral marketing to efficiently reach out to a http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Communications of the ACM Association for Computing Machinery

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

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Publisher
Association for Computing Machinery
Copyright
Copyright © 2003 by ACM Inc.
ISSN
0001-0782
DOI
10.1145/953460.953514
Publisher site
See Article on Publisher Site

Abstract

Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing Mani R. Subramani and Balaji Rajagopalan Online social networks are increasingly being recognized as an important source of information influencing the adoption and use of products and services. Viral marketing ”the tactic of creating a process where interested people can market to each other ”is therefore emerging as an important means to spread-the-word and stimulate the trial, adoption, and use of products and services. Consider the case of Hotmail, one of the earliest firms to tap the potential of viral marketing. Based predominantly on publicity from word-of-mouse [4], the Web-based email service provider garnered one million registered subscribers in its first six months, hit two million subscribers two months later, and passed the eleven million mark in eighteen months [7]. Wired magazine put this growth in perspective in its December 1998 issue: œThe Hotmail user base grew faster than [that of ] any media company in history ”faster than CNN, faster than AOL, even faster than Seinfeld ™s audience. By mid-2000, Hotmail had over 66 million users with 270,000 new accounts being established each day.  While the potential of viral marketing to efficiently reach out to a

Journal

Communications of the ACM – Association for Computing Machinery

Published: Dec 1, 2003

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