Interview

"Often, companies start with the product not really thinking about why someone would want that product"

Jonah Berger, professor at the Wharton School, on why social influence matters in marketing

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Published 4 years ago on Jan 19, 2018 7 minutes Read

Getting things to go viral is every marketing or campaign manager’s Holy Grail. The idea is to ensure brand awareness and get maximum bang for the buck. Human behaviour though is hard to predict and, hence, the resources at one’s disposal cannot guarantee that outcome. Yet there are umpteen examples of unlikely things or unexpected campaigns going viral. Jonah Berger, who is a marketing professor at the Wharton School of the University of Pennsylvania, has studied the phenomenon over the years and has figured out why some things go viral and some don’t. His insights have been captured in two books, Contagious, and, Invisible Influence. Berger believes that marketing managers can indeed work on making a campaign viral by focusing on the right variables. In this interview with N Mahalakshmi and Rajesh Padmashali, he explains the how and why behind viral campaigns