Viral marketing A case study from LinkedIn


Chrysopigi Vardikou
Agisilaos Konidaris
Abstract

The aim of this paper is to explore the path of a social media campaign that became viral and to shed light on the reasons why this content drove thousands of shares and comments amidst an extensive online dialogue about Facebook’s change of logo. We explored the time course of post reactions and new followers and analyzed the post comments with a text analysis software (LIWC) to identify the emotions generated among users.

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