Sara Eldeeb <br/><br/>
The effect of word - of mouth and viral marketing on the diffusion of information in social networks :    An exploratory study in Egypt /  
Sara Eldeeb ; Supervised Frank Witt 
 - Cairo :   Sara Eldeeb ,   2009 
 - 85 Leaves :   facsimiles ;   30cm 
<br/><br/>Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management 
<br/><br/> Media clutter and advancement in communication technology lead to traditional forms of communication to lose its effectiveness in reaching a wide audience . Moreover consumers usually consider the opinions of refernce group members as more credible than commercial sources of product information since customers are becoming cynical on the information provided from salespeople or print and broadcast media