Coyle Quoted on Viral Marketing

June 2015

James Coyle, Associate Professor of Interactive Media Studies, was quoted extensively in a June 1 article in Lab Manager magazine titled “Share and Share Alike.” The article explores the phenomenon of viral marketing and companies’ efforts to predict and harness its power.

Coyle noted, “Unfortunately, the reasons why some viral campaigns succeed where others fail remain a mystery.”

Jim is part of a team that researched on-line sharing behavior, conducting surveys of two audience types: high-tech business-to-business users and people seeking consumer health information. Their results will appear in a forthcoming issue of the International Journal of Electronic Marketing and Retailing.

Read the article: