Going Viral (Pedro de Bruyckere)

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Safer Internet Forum 2010 (European Commission)

Pedro de Bruyckere Arteveldehogeschool of Gent

Word of Mouth

Viral campaigns where the real
purpose is hidden.

Mediasmart?

Technology vs content

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Going Viral (Pedro de Bruyckere)

1.

2. Word of Mouth

3. Viral campaigns where the real purpose is hidden.

5.

6. Technology vs content

Notas do Editor

Ahuja et al. found “there was no real evidence” of a moral dilemma when respondents were interviewed about this approach (Ahuja et al., 2007) Swaenepoel et al. describe a similar study by Rigsby where was revealed that youngsters between 19 and 34 maybe think of covert marketing as being the least ethical, at the same time they also find this way of doing things the most acceptable marketing strategy.