The classic advertising industry is in crisis: traditional methods of reaching consumers are increasingly failing, being deliberately avoided by target groups, or struggling with massive wastage. Billions in advertising budgets dissipate each year without anchoring the respective brand message in the consumer's mind. Therefore, new models of advertising communication are needed. Author Cornelia Espenhahn presents one of these models in "Viral Marketing: Impact Strategies Between Social Networks and Individual Consumers." She describes the aspects to consider in viral marketing and how they work. She clarifies how viral marketing conceptually and content-wise differentiates itself from similar advertising forms and why its use as an integrative element in the classic marketing mix makes sense. Special attention is given to the psychological and neural effects of viral advertising stimuli and their connection to social action motives, which are the key factors for the success of viral effects. This book is aimed at anyone who wants to understand how successful viral marketing works and/or wants to try it out themselves.