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Viral Marketing on Facebook for a New Open Innovation Platform

Catharina van Delden and Nancy Wünderlich

in Leading Open Innovation

Published in print:
2013
Published Online:
August 2013
ISBN:
9780262018494
eISBN:
9780262312455
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262018494.003.0286
Subject:
Business and Management, Knowledge Management

This chapter examines the use of social media for open innovation and describes a project involving viral marketing on the social networking site Facebook. It proposes guidelines for organizations ... More


Culture: Media Convergence and Networked Participation

Adrienne Russell, Mizuko Ito, Todd Richmond, and Marc Tuters

in Networked Publics

Published in print:
2008
Published Online:
August 2013
ISBN:
9780262220859
eISBN:
9780262285483
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262220859.003.0003
Subject:
Information Science, Communications

Related to the convergence between old and new media has been the profound transformation in the way power and information are distributed across society, geography, and technology. Thanks to ... More


The Citizen Marketer Approach to Political Action

Joel Penney

in The Citizen Marketer

Published in print:
2017
Published Online:
June 2017
ISBN:
9780190658052
eISBN:
9780190658090
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780190658052.003.0001
Subject:
Political Science, American Politics, Democratization

This introductory chapter lays the conceptual foundation for the book, defining the citizen marketer approach to political activism and its close connection to the concept of the citizen consumer, as ... More


What Diagram? Towarda Political Economy of Desire and Contagion

Tony D. Sampson

in Virality: Contagion Theory in the Age of Networks

Published in print:
2012
Published Online:
August 2015
ISBN:
9780816670048
eISBN:
9781452946818
Item type:
chapter
Publisher:
University of Minnesota Press
DOI:
10.5749/minnesota/9780816670048.003.0004
Subject:
Philosophy, General

This chapter addresses the question of “What spreads on a network?” by discussing appropriate diagrams that grasp Gabriel Tarde’s social epidemiology. It describes the network as the universal ... More


Political Fans and Cheerleaders

Joel Penney

in The Citizen Marketer

Published in print:
2017
Published Online:
June 2017
ISBN:
9780190658052
eISBN:
9780190658090
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780190658052.003.0004
Subject:
Political Science, American Politics, Democratization

Drawing on stories of citizens who voluntarily participate in the viral marketing of electoral candidates, as well as developments from the 2016 Donald Trump, Hillary Clinton, and Bernie Sanders ... More


The Citizen Marketer

Joel Penney

Published in print:
2017
Published Online:
June 2017
ISBN:
9780190658052
eISBN:
9780190658090
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780190658052.001.0001
Subject:
Political Science, American Politics, Democratization

From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and ... More


Flog

Jonathon Keats

in Virtual Words: Language on the Edge of Science and Technology

Published in print:
2010
Published Online:
November 2020
ISBN:
9780195398540
eISBN:
9780197562826
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/oso/9780195398540.003.0019
Subject:
Computer Science, Programming Languages

In the fall of 2006 a typical American couple named Jim and Laura drove an RV from Nevada to Georgia, blogging about their encounters with Wal-Mart employees and customers. Because Wal-Mart was one ... More


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