Viral Marketing: The Science of Sharing
Karen Nelson-Field,Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science, University of South AustraliaKaren Nelson-Fieldis a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video sharing have been internationally recognised both in industry and academic forums while her (sometimes controversial) findings regularly spark global discussion amongst practitioners.