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The book uses examples and case studies to explain the meaning of Viral Marketing. It helps readers gain a critical understanding of this strategy and illustrates how it can be applied in different fields by known brands, start-ups and digital products.

The book provides answers to the many questions of marketing and communication professionals, including precious insights into online behaviour analysis and the metrics to plan and analyse viral effects.

The ambitious goal is to shed light on the meaning of viral marketing in a world changing at light speed.

Alessia Camera is a growth marketing and digital strategy professional working with start-ups, agencies and innovative international projects.

Michele Pagani is a digital strategist as well as a brand and digital content consultant. He is a part of Gummy Industries and lectures at Università Bocconi, Università Cattolica and Università Bicocca.