Jonah Berger on Viral Marketing

Why do some ideas spread while others fade away? Jonah Berger, PhD, professor of marketing at the Wharton School and author of the best-selling book Contagious: Why Things Catch On, reveals the secrets behind the science of social transmission. Discover what leads people to share content online and off, including social currency, triggers, emotion, public use, practical value, and storytelling. Learn what separates the best brands and stories from the rest in this example-rich course.
Learning objectives
Summarize the advantages of word-of-mouth advertising.
Identify the six STEPPS to getting people to share.
Explain the effects of a trigger.
Describe the function of social proof.
Recall the most effective strategies for spreading a marketing message.
Recognize two components in a story meant to help spread a business message.

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