The principles of viral and word of mouth marketing are adapted to organisational change processes when information is transmitted through social networks on the basis of friendship.

Question

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When information about organisational change is spread through social networks based on existing friendships, it follows the principles of viral and word of mouth marketing. This is because such information spreads rapidly through interpersonal connections, just like how a viral marketing campaign would propagate within a consumer network. Therefore, the statement is true.

The Principles of Viral and Word of Mouth Marketing Are