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Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions.

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Chiara Broeker belongs to Generation Y. A generantion that grew up with the internet and where social networks belong to the everyday live. She studied marketing and management in the Netherlands, Sweden and South-Korea and is now working as Brand Managerin in the consumer goods industry.

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