judul: Influencers Shaping Viral Gimmick and Consumer Behavior

Author : Yoesoep Edhie Rachmad, Budiyanto, Khuzaini

?SYNOPSIS

The Influence of Viral Marketing and Gimmick Marketing on the Transformation of Customer Behavior through Influencer Marketing examines the structural transformation of consumer behavior within contemporary digital marketing ecosystems. The book argues that the convergence of viral marketing and gimmick marketing, mediated by influencer marketing, has shifted consumers from passive message recipients to active market actors who co-create, disseminate, and legitimize marketing value. This transformation not only reshapes consumption patterns but also contributes to the emergence of new digital-based professions driven by competencies, social influence, and networked engagement rather than formal education credentials. Integrating theoretical frameworks and empirical insights, the book explains the causal mechanisms linking virality, symbolic appeal, emotional resonance, and social credibility to evolving consumer decision-making and market dynamics. This work offers significant contributions to digital marketing theory, consumer behavior research, and strategic marketing practice in the context of the digital economy.