The power of word of mouth to set the stage for a product, person or idea to go viral and become a part of the fabric of our lives is the latest epiphany to rattle the rafters of the marketing world. You know a discovery like this has reached its tipping point when it acquires its own trade association (Word of Mouth Marketing Association) and a substantial library of breathless how-to literature.
What's missing in all this hoopla is a fundamental understanding of the characteristics that make a product or an idea word-of-mouth worthy and give it potential to go viral. Jonah Berger goes a long way toward addressing that gap with his upcoming book, "Contagious: Why Things Catch On" (Simon & Schuster, 2014).
Berger, a Wharton marketing professor, has spent the last decade studying social influence. In “Contagious,” he combines his groundbreaking research with powerful stories to explain the secret science behind word of mouth and social transmission.
For the rest of the story: http://www.livescience.com/29508-contagious-marketing-why-things-catch-on.html