Purpose – Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and importantly, why they pass it on. The paper aims to discuss this issue. Design/methodology/approach – The...

In this interview the context, strategic dimensions and success factors underpinning sponsorship are discussed. In the context of Nike's corporate philosophy and the forces of globalisation, Grebert and Farrelly look at the importance of aligning the brands of both the sponsor and the property...