“In conclusion, this research illuminates how content characteristics shape whether it becomes viral. When attempting to generate word of mouth, marketers often try targeting “influentials,” or opinion leaders (i.e., some small set of special people who, whether through having more social ties or being more persuasive, theoretically have more influence than others). Although this approach is pervasive,recent research has cast doubt on its value (Bakshy et al. 2011; Watts 2007) and suggests that it is far from cost effective. Rather than targeting “special” people, the current research suggests that it may be more beneficial to focus on crafting contagious content. By considering how psychological processes shape social transmission, it is possible to gain deeper insight into collective outcomes, such as what becomes viral.”
5. Advocacy – This phase of the marketing funnel only became apparent since the last 5 years or so. Advocacy means that your customers love you so much, they talk about you to others without you asking them. Customers who have experienced your brand in a positive manner will want to follow you on their preferred social platform. More than that, they’ll help amplify your content by sharing it – because they’re madly in love with you
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