Xiao fang hu the new rules of viral marketing pdf alessandro viti the secret strategies behind many viral videos charis tsevis. Limited research has been done on viral marketing and response to such marketing techniques. Viral marketing is a method of creating buzzwords or marketing pieces that are memorable and. The dynamics of viral marketing 3 recommendations that one receives from a friend or relative.
For these reasons, it was the groups consensus that online viral marketing will not only be a player as the most used medium by 2020, it will be the leader. Proximity marketing is a major approach to fulfill wymbs 2011 recommendation with respect to mobile marketing. While a great deal of academic literature exists on viral marketing s purpose and functionality, there are too few attempts to properly contextualize its relationship to film and history. Furthermore, the study on which this notion is based actually focused on understanding what types of news. Specifically, the study aims to identify the factors affecting attitudes of consumers towards viral marketing in malaysia and how it influences the consumer purchase intention. Level 3 accessible pdf file this pdf file has been produced by the open university as part of its work to make course material as accessible as possible within the terms of the special educational needs and disabili ty act 2001 senda.
One of the most successful viral marketing campaign of all time was the original, hotmails, simple text advertisement appended to each users email. Creative determinants of viral video viewing data sources viral viewing data youtube has been at the heart of the growth in viral video in recent years, and is the data source we used to represent viral viewing. The idea is for it to be the users themselves that choose to share the content. Viral marketing is an approach designed to get others to share your product for you. Advertising, internet, video, viral, social web, social media, emotion, content analysis english pdf file spanish pdf file 1. The track concerning the first use of viral marketing term directs to the two people connected with the harvard business school. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. While there is a lay belief that people are more likely to pass along negative news godes et al. Athe process of viral marketing includes interactions through blogs, social media focus groups, character interactions, strategic informational drops. The dynamics of viral marketing jure leskovec carnegie mellon university lada a. Thesis the importance of emotions in the dynamics of. But are all companies aware of the possibilities, and do they use them. In this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Going viral can make a powerful impact on your business and lead to a plethora of future.
With this in mind, online viral marketing can target individuals no matter where they reside. Viral marketing dissertation pdf writer relationship marketing dissertation topics relationship marketing refers back to the utilization of relationships instead of purely transactional means, so we dont only acquire customers, but additionally to create customer loyalty that leads to repeat custom for that firm. How to set up a successful viral marketing campaign sascha firtina bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Viral marketing comes from the word viral which means the selfreplicating spread of anything, in this case marketing messages. This study aims to understand the drivers of viral marketing and investigates various attributes which influence user to receive and forward messages. All of these communication tools work better if they work together in harmony rather than in isolation. Tim drapner the graduate of that school and jeffrey rayport its lecturer 10. What is the communication process for viral marketing. Viral marketing dissertation pdf writer i help to study. Because the distribution model is free, viral can potentially be lower cost and more effective than traditional media. Viral marketing typically starts with the marketer creating some form of electronic content such as a video or a minisite, the aim of which is usually brandbuilding.
Thesis the importance of emotions in the dynamics of sharing. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Viral pdf ebooks turn your pdf documents into a viral sales. And thanks to the evolution of technology such as the internet, the shifts of advertisement changed. The rise of viral marketing through the new media of social media.
Patil university, school of management, navi mumbai, in partial fulfillment of the. Thus this thesis aims to fulfill this gap in the academic research. Viral marketing has become a promotion tool for marketers in creating awareness of their. A university students perspective thesis for the masters degree in. In this study main focus is on viral marketing via email. The attitudes of consumers towards viral marketing in.
An analysis and implications for consumer behavior. It is human nature to be more interested in what a friend buys than what an anonymous person buys, to. Viral marketing communication a study on consumer perception and response mba thesis 2009 low jiun wee xavier and goh yun shuang summer page 2 of 93 abstract advancements in communication technology have given rise to the evolution of a new electronic form of wordofmouth viral marketing communication vmc. The main point of the thesis is to find out how to create content that go viral and. Nowadays, viral marketing is included in the group of techniques called word of mouth marketing womm fig. Huberman hp labs we present an analysis of a persontoperson recommendation network, consisting of 4 million peo. A study of marketing and online marketing tools which improve online success max adler bachelor thesis communications public relations, advertising, marketing, social media publish your bachelors or masters thesis, dissertation, term paper or essay. Viral video advertising and the role of an active spectator viral video advertising may be the most popular manifestation of viral marketing phenomena. This research paper is mainly focused on how viral marketing affects the global market nowadays. The purpose of the thesis is to investigate how small and mediumsize enterprises use viral marketing and what impact it has on their brand awareness, moreover, thesis also aims to identify how smes create successful viral marketing campaign. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. This new online environment is conducive to a new form of marketing communication commonly referred to as viral marketing.
Polio case study s320 infectious disease prepared for the course team by david male and basiro davey l. Analyzing the determinants of the uk consumers engagement in viral marketing on social networking sites. Objective of the thesis and research problem the objective of the thesis is to clarify factors that make a marketing campaign go viral. The six simple principles of viral marketing practical. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. Lingley, r 1 mkt700111 the rise of viral marketing through the new media of social media. Viral marketing has always been used, even before social media platforms, through wordofmouth, which is a more. May 05, 2018 viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence.
This chapter will lay the foundation for the main research question of this thesis, which is what emotions cause marketing mavens to share viral videos in the. Viral marketing assumes that as each new user starts using the service or product, the. Conclusion viral marketing 2020 viral marketing through. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The spread of an effective viral marketing campaign is akin to an epidemic outbreak of a virus, limited only by the potency and relevance of the marketing message. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research.
Their sum is greater than their parts providing they speak consistently with one voice all the time, every time. And viral marketing is where you encourage other people to spread your product or service. Use viralpdf to turn any pdf file into a viral marketing tool. The six basic principles andy dean are viral markting principles good for advertising. This bachelors thesis examines the topic of viral marketing by focusing on viral content. While it is possible to buy paid advertising on youtube, this was not the focus of our investigation. The main criticism of the above models is their relative simplicity and mechanistic representation of the consumer response process hanekom et al, 2007. Aug 17, 2012 viral marketing is a great strategy for doing just that, while simultaneously building your brand.
Internet advertising or marketing that spreads exponentially whenever a new user is added. The dynamics of viral marketing university of michigan. Six key rules to get everyone to talk about your ide irenek viral marketing. Unlike any other pdf customizing tool available today, it lets you use unlimited, rebrandable links and emailaddresses, add an expiration date and more.
A study of marketing and online marketing tools which improve. Viral marketing is also a key necessity to assess the effectiveness of viral marketing in achieving advertising goals and to achieve the rebranding of products and services for companies. The author is very interested in the effects of viral marketing, as it is a trend for future business. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. Viral marketing and content forwarding on social media. Viral marketing is a marketing technique whereby the information about the company s goods or services is passed electronically from one internet use to another medium kusumadjaja, 2014. The principle behind this type of marketing is straightforward and.
976 1356 742 185 1520 1098 529 1140 1570 1020 121 1451 1306 972 347 230 1159 817 479 306 312 783 1495 208 1178 749 549 1212 562 570 359 978 37 421 1255 180 1239 596 1078 1373 1072 1308 390 747 1303 275 168 269 676