TY - JOUR T1 - How Contagious Is Your Viral Marketing Campaign? JF - Journal of Advertising Research JO - J Advert Res SP - 205 LP - 216 DO - 10.2501/JAR-54-2-205-216 VL - 54 IS - 2 AU - Michael T. Ewing AU - David B. Stewart AU - Dineli R. Mather AU - Joshua D. Newton Y1 - 2014/06/01 UR - http://www.journalofadvertisingresearch.com/content/54/2/205.abstract N2 - Few marketing campaigns purely are viral. Most comprise both viral (peer-to-peer transmission) and non-viral (firm-initiated transmission) components. Unfortunately, current metrics for assessing viral-campaign performance seldom differentiate between these components, potentially overstating the true contribution made by the viral component. Moreover, reach (number of users who received the content) is a time-based metric that typically is favored at the expense of campaign sharing, which fundamentally is a generation-based metric (transmission of content to others). This paper presents and tests a mathematical model that addresses these issues, thereby providing a more accurate and valid means for assessing campaign performance. ER -