Personal Approach Not Always Best in Viral Marketing by Deb Gallagher, January 19, 2012.
I was surprised by the research findings. “The researchers Sinan Aral and Dylan Walker designed an experiment involving a Facebook application that tested two kinds of product contagion messages against each other. The researchers wrote:
Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network.”