# Viral Marketing: The Science of Sharing

- Link: https://fundraising.co.uk/books/viral-marketing-the-science-of-sharing/
- Published: 2013-11-02T15:36:07+00:00
- Author: Howard Lake

**_Viral Marketing_ suggests that contrary to current trends, the old scientific
laws of buyer behaviour and advertising still apply to social media.**

Using original research from more than two years of work, five different data sets,
around 1000 videos, nine individual studies and a large team of researchers from
the Ehrenberg-Bass Institute for Marketing Science, _Viral Marketing_ offers solid
advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge
on sharing, memory and the influence of creative devices.

_Viral Marketing_ suggests that contrary to current trends, the old scientific laws
of buyer behaviour and advertising still apply to social media. Marketers who have
read How Brands Grow (Sharp, 2010) will find the key research that underpins this
new work familiar. Nelson-Field’s research builds on the science behind brands and
buying.

This is a must-read book for anyone working in the social media space. Read it before
you strap those roller skates onto a kitten, it might just save you some time, money
and credibility.

## WATCH: Viral Marketing: The Science of Sharing