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Author
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Leonidas Theodorakopoulos, Alexandra Theodoropoulou & Christos Klavdianos
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Year
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2025
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Publisher
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Journal of Theoretical and Applied Electronic Commerce Research
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Abstract
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Digital platforms have transformed viral and network marketing by reshaping how information spreads and influences consumer behavior. This review integrates social network theory, graph models, behavioral insights, Big Data, and AI to explain how network structures, influencers, and algorithms drive modern marketing. It highlights how real-time personalization improves effectiveness while raising ethical concerns such as misinformation, bias, and consumer vulnerability. The study also points to emerging directions—like Web3, decentralized platforms, and neuroscience-based targeting—offering guidance for future research and practice in interactive marketing.
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Language
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English