インターネットと流行現象 : <熱狂>はどのように生まれるか(<特集>ネット時代の流行・普及)

抄録

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".