Table of Contents

1. It’s an EpidemicKaren Nelson-Field2. When Laws Are Not LawsKaren Nelson-Field3. Emotions and SharingKaren Nelson-Field, Erica Riebe and Byron Sharp4. Not all Fart Jokes are FunnyKaren Nelson-Field and Erica Riebe5. Brand Prominence and SharingKaren Nelson-Field and Jenni Romaniuk6. Reach [Still] ReignsKaren Nelson-Field, Erica Riebe and Byron Sharp7. The Pay-offKaren Nelson-Field with Jennifer Taylor and Nicole Hartnett8. The Social OpportunityKaren Nelson-Field with Kellie Newstead9. Last DrinksKaren Nelson-FieldAppendix: Arousal Testing Research Method ExplainedKaren Nelson-Field with Haydn Northover

About the Author

Karen Nelson-Field is a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video sharing have been internationally recognised both in industry and academic forums while her (sometimes controversial) findings regularly spark global discussion amongst practitioners.