著者

遠藤 薫

出版者

日本情報経営学会

雑誌

日本情報経営学会誌 (ISSN:18822614)

巻号頁・発行日

vol.30, no.1, pp.3-12, 2009-08-17

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This paper makes clear differenves between the fads in former times and the internet fads today. Then, it points out the shortage of The existing discussion on viral marketing which intends to cause fads for promotion. At last, it suggests that the key of the fads which have social influence is "authenticity".