Transforming Digital Consumers: The Power of Viral Diffusion in Consumer Behavior
Yoesoep Edhie Rachmad
Jun 2024 · PT. Sonpedia Publishing Indonesia
Ebook
129
Pages
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About this ebook
"Transforming Digital Consumers: The Power of Viral Diffusion in Consumer Behavior" delves into the profound changes in consumer and seller behaviors in the digital age. The book explores the evolution of these behaviors, highlighting how consumers have shifted from passive recipients to active participants in the marketing process. Central to this transformation is the concept of Eleven-P marketing, an advanced framework that expands on the traditional marketing mix. This approach integrates viral marketing elements to enhance engagement and drive consumer actions, considering factors like Personalization, Participation, Passion, and Purpose. Key theories such as Viral Content Propagation Theory (VCPT), Social Amplification Theory (SAT), Emotional Contagion Theory (ECT), and Interactive Engagement Theory (IET) are examined to understand the mechanisms behind viral diffusion and its impact on consumer behavior. These theories provide insights into how emotionally resonant and valuable content can rapidly spread and influence audiences through social networks. This book is an essential guide for marketers, business leaders, and academics, offering practical strategies to leverage the power of viral marketing and Eleven-P marketing. It aims to help readers navigate the complexities of the digital marketplace and transform their approach to connecting with and influencing digital consumers.
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