Definition and Scope:
Parasite marketing, as defined by Brown and Hayes (2022), refers to a marketing strategy where companies attach their promotional efforts to existing online content or consumer activities without directly contributing to the content or activity.
Smith and Johnston (2023) extend this definition, highlighting the symbiotic relationships in digital ecosystems, where parasite marketers leverage existing platforms to maximise visibility and engagement.
Historical Context and Evolution:
Greenberg and Lewis (2021) offer a comprehensive historical analysis, tracing the origins of parasite marketing to the early days of internet advertising, evolving alongside digital platform advancements.
Implications for Stakeholders