Personal Approach Not Always Best in Viral Marketing – MIT Sload Management Review

MIT Sloan Management ReviewPersonal 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.”