Next Article in Journal
Sustainable Decision-Making in Civil Engineering, Construction and Building Technology
Next Article in Special Issue
An Optimal Strategic Business Model for Small Businesses Using Online Platforms
Previous Article in Journal
Low-Carbon Transportation Oriented Urban Spatial Structure: Theory, Model and Case Study
Previous Article in Special Issue
Green Marketing as the Source of the Competitive Advantage of the Business
Article Menu
Issue 1 (January) cover image

Export Article

Open AccessArticle
Sustainability 2018, 10(1), 15; doi:10.3390/su10010015

Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns

Faculty of Computer Science and Information Technology, West Pomeranian University of Technology, 71-210 Szczecin, Poland
Faculty of Management and Economics of Services, University of Szczecin, 71-004 Szczecin, Poland
Faculty of Economics and Management, University of Szczecin, 71-101 Szczecin, Poland
Author to whom correspondence should be addressed.
Received: 4 October 2017 / Revised: 19 December 2017 / Accepted: 20 December 2017 / Published: 22 December 2017
(This article belongs to the Special Issue Sustainability in E-Business)
View Full-Text   |   Download PDF [545 KB, uploaded 22 December 2017]   |  


While viral marketing has captured substantial academic and professional interest, the processes that underpin successful viral marketing campaigns remain poorly understood. High competition and pressure for successful campaigns lead to strategies based on persuasion, unsolicited messages, and other techniques that negatively affect brand perception. The need for more sustainable strategies with a limited negative impact on web users is observed. Therefore, the current study examines the effectiveness of viral marketing and a supporting campaign, where the main goal was to increase user engagement and overall campaign performance. Supporting campaigns were evaluated, to determine whether they enhanced viral activity, but without the need for high persuasion or intrusive techniques. Results showed that supporting actions could be integrated with lower performing campaigns to increase their effectiveness. Apart from the main scientific goal that is presented, the study demonstrates how virtual worlds can provide a laboratory-like environment for identifying the processes that underpin viral marketing. View Full-Text
Keywords: viral marketing; word of mouth; sustainability; social influence; seed selection; virtual world; online marketing viral marketing; word of mouth; sustainability; social influence; seed selection; virtual world; online marketing

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Share & Cite This Article

MDPI and ACS Style

Jankowski, J.; Zioło, M.; Karczmarczyk, A.; Wątróbski, J. Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns. Sustainability 2018, 10, 15.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics



[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top