Viral Marketing in a Digitally Connected World: De-Mystified
9 March 2025;
Online: 7:00 - 7:30 (CET/MEZ) Exclusive MBA lecture
Location: CEIBS Shanghai Campus, Pudong, Shanghai

Subject: As early as the 1960s, psychologist Stanley Milgram explored the closeness of interpersonal relationships through his "small world experiment." He discovered that it only takes a few people to connect two strangers, which led to the famous theory of "six degrees of separation." This finding sparked in-depth research into social networks and raised an intriguing question: given that the world is so closely connected, it is time to ask, can ideas or products spread as efficiently and effectively as viruses do amongst people?

In this lecture, special guest Hyun-Young Park (Associate Professor of Marketing) will reveal the truth - and the myths - behind viral marketing from various academic fields, including psychology, sociology, marketing and computer science.