
Anne Sigismund Huff (ed.)
et al.
Published online:
22 August 2013
Published in print:
25 January 2013
Online ISBN:
9780262312455
Print ISBN:
9780262018494
Contents
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Introduction Introduction
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The Power of Social Media The Power of Social Media
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innosabi’s Vision innosabi’s Vision
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How Market Research Helped Design the Perfect Open Innovation Platform How Market Research Helped Design the Perfect Open Innovation Platform
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Study One: Qualitative Survey on the Nature of Social Networks Study One: Qualitative Survey on the Nature of Social Networks
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Study Two: Quantitative Survey on Usage Behavior in Social Networks Study Two: Quantitative Survey on Usage Behavior in Social Networks
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Study Three: Field Experiment on Facebook Study Three: Field Experiment on Facebook
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Study Four: Test Project on the unserAller Facebook Application Study Four: Test Project on the unserAller Facebook Application
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Conclusion Conclusion
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Idea for Innovative Leaders: Engage Communication Idea for Innovative Leaders: Engage Communication
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References and Further Reading References and Further Reading
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Chapter
13 Viral Marketing on Facebook for a New Open Innovation Platform
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Published:January 2013
Cite
van Delden, Catharina, and Nancy Wünderlich, 'Viral Marketing on Facebook for a New Open Innovation Platform', in Anne Sigismund Huff, Kathrin M. Moslein, and Ralf Reichwald (eds), Leading Open Innovation (Cambridge, MA , 2013; online edn, MIT Press Scholarship Online, 22 Aug. 2013), https://doi.org/10.7551/mitpress/9780262018494.003.0286, accessed 8 May 2025.
Abstract
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 trying to conceptualize and implement viral marketing campaigns in social networks and highlights the importance of a careful analysis of customer needs and behavior on the development of the unserAller open innovation platform. This chapter suggests that leaders of these types of projects should go beyond easily implemented advertising campaigns in order to set their campaign apart and make it recognizable.
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