Ahuja et al. found “there was no real evidence” of a moral dilemma when respondents were interviewed about this approach (Ahuja et al., 2007) Swaenepoel et al. describe a similar study by Rigsby where was revealed that youngsters between 19 and 34 maybe think of covert marketing as being the least ethical, at the same time they also find this way of doing things the most acceptable marketing strategy.
Going Viral (Pedro de Bruyckere)
Word of Mouth
Viral campaigns where the real
purpose is hidden.