American marketing professor at Wharton who wrote Contagious: Why Things Catch On — the most cited popular book on viral marketing and social transmission — and Invisible Influence, The Catalyst, and Magic Words — studying why some products, ideas, and behaviors spread while others don't.
Created the most evidence-based framework for viral marketing — STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, Stories) gave marketers an empirical rather than intuitive framework for designing word-of-mouth, replacing 'make it go viral' with specific psychological mechanisms.
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