Contagious. The Psychology of Viral Marketing
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The author posed a seemingly simple question: why do some names, ideas, products, and people become so popular that they are impossible to ignore, while others end up “overboard”? Is word-of-mouth marketing really as effective as it is made out to be, or are there certain patterns governing the creation of popularity—or even the contagiousness of an idea, opinion, or product? In the course of researching a wide variety of advertising campaigns, the researchers were surprised to discover that a high-profile anti-drug campaign had actually increased drug use. The debut book by the young researcher who studied the complex social phenomenon of popularity also achieved considerable popularity: in 2013, it ranked second among Amazon.com’s business books. Contagious became a bestseller according to both The New York Times and The Wall Street Journal. The book has been translated into 25 languages.
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