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Re the NY Times story on Buzz/Viral Marketing, Jeff Boase and I did an
article comparing it to computer viruses and biological viruses. In
Current Sociology and also on my website:
"A Plague of Viruses: Biological, Computer and Marketing" (With Jeffrey
Boase). Current Sociology 49, 6 (November 2001): 39-55.
Also, Emmanuel Rosen is too modest to say that he was VP of Marketing for
Endnote (which many of us), also marketed by word of mouth (or finger of
internet). He wrote a nice book on the subject:
Rosen, Emmanuel. (2000). The Anatomy of Buzz: How to Create Word of Mouth
Marketing. New York: Doubleday.
Barry Wellman Professor of Sociology NetLab Director
wellman at chass.utoronto.ca http://www.chass.utoronto.ca/~wellman
Centre for Urban & Community Studies University of Toronto
455 Spadina Avenue Toronto Canada M5S 2G8 fax:+1-416-978-7162
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