Relatively new computerized media (new media) such as mobile telephony and Internet have given lead to the surfacing of new marketing methods. One of these techniques is viral marketing, which aims to encourage the distribution of marketing messages between individuals via digital channels. Its potential …

The advent of the internet as a publicly available service in the 1990s set new standards for communication. With e-mailing and chatting in the picture, the way people talk to each other was revolutionized; within years, it became normal to have a least one personal computer per household in the westernized …

The adoption of social media (web 2.0) in the e-marketing strategy of small and medium enterprises (SMEs) is not yet researched much. Research findings in bigger companies in the USA, Europe and the Netherlands suggest that the issue is high on the think list of marketers and entrepreneurs. But what …