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This special edition of the Journal of Public Affairs encourages policy, political marketing and public affairs management, scholars, practitioners, and enthusiasts to submit articles on a wide range of topics related to viral media. A broad range of topics and the utilization of a wide variety of research approaches are welcomed.

 CALL FOR PAPERS

Viral Media & Marketing: Strategy, Policy and Exploitation

A Special Issue of the Journal of Public Affairs 

The term ‘viral marketing’ was first coined by the firm, Draper Fisher Jurvetson in 1997 to describe Hotmail’s use of advertisements on the bottom of users’ outgoing emails to promote its free email service (Beeler, 2000). Significant debate exists regarding the definition of viral marketing. Some argue that viral marketing is simply a technologically enhanced and expedited form of word-of-mouth marketing. (Shirky, 2000; Dasari & Anandakrishnan, 2010; Phelps, Lewis, Mobilio, Perry, & Raman, 2004). Others contend it is something else entirely. Modzelewski (2000), argues that ‘true viral marketing differs from word-of-mouth in that the value of the virus to the original consumer is directly related to the number of other users it attracts. That is, the originator of each branch of the virus has a unique and vested interest in recruiting people to the network.’ (p. 30, in Phelps, Lewis, Mobilio, Perry, & Raman, 2004)  

This new environment of social media and viral marketing is of great interest to and concern for today’s managers. Communications are shifting from one-way push messaging to two-way conversations with consumers, and the online environment and social media platforms are constantly in a state of evolution. In recent years viral marketing propagated through social media has had profound effects on brands, policy delivery, policy making and public affairs, both positively and negatively.

This special edition encourages policy, political marketing and public affairs management, scholars, practitioners, and enthusiasts to submit articles  on a wide range of topics related to viral media. A broad range of topics and the utilization of a wide variety of research approaches are welcomed.

Topics for submissions might cover (but are not limited to):

·      Theories of how media becomes viral

·      Deconstruction and analyses of successful viral marketing campaigns

·      Case studies on the effects of political viral media on elections and social change

·      The impact on subsequent policy actions of political viral media campaigns

·      Studies of audience response and possible action to viral boycott or consumer action movements

·      The brand reputation effects of responding or not responding to viral media

·      Analysis of user response to viral marketing programs in new media such as Facebook, Twitter and YouTube

·      An evolution or history of viral media

·      Analyses of the use of social media platforms such as Facebook to distribute viral marketing campaigns

·      The effect of mobile technology on viral campaigns

·      Cross-cultural analyses of the use and misuse of political viral media, and comparisons of audience response to these issues in different countries.

·      Studies of how consumer engagement changes with viral media and its implications

Papers should be sent to both the Guest Editors at:

Adam Mills     (adam_mills@sfu.ca)              Kirk Plangger (kirk_plangger@sfu.ca)

The deadline for submissions is June 1st, 2011

Ideas for papers can be discussed informally with the Guest Editors prior to submission. All submitted papers will be subject to a double-blind peer review. Further details about the Journal and notes for contributors can be found at the publisher’s website: