It also conducts three case studies and surveys to explore specific relationships between viral content and advertising, including the kylie jenner lip challenge, the pen pineapple apple pen video, and the kendall jenner pepsi commercial. In other words, traditional marketing is where you blast your marketing messages to a group like with tv commercials. These years, the competitions among companies become more and more furious. Viral marketing is the modern implication of the word of mouth marketing. I dedicate this thesis to my family, and especially. Marketing communication phenomenon within social networks and blogsa consumer prospective author. Furthermore, the work analyzes rules and features of viral marketing in order to help in creating future potential viral marketing campaigns. The motivation for the study came primarily from a research gap in existing literature. International viral marketing campaign planning and evaluation objective of the study the objective of this study was to explore international viral marketing campaign ivmc planning and evaluation in order to help marketers develop better campaigns.
This bachelor thesis was written during the spring of 2019. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing campaigns. The rise of viral marketing through the new media of. This thesis is divided in seven sections, references and appendices excluded, and the. The attitudes of consumers towards viral marketing in. The thesis has provided us with deeper knowledge about viral marketing and an experience in analysing advertising videos. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This type of marketing motivates the individuals users to spread a marketing message or information most of the time promotions or ads to others, which results in the exponential growth in the messages exposure and influence. Viral marketing usually appears to be completely dependent on the image of the product in the eyes of the respondents or the customers. However, not yet known for certain how viral marketing within influences trustworthiness and consumer buying interest especially among students at mataram university.
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. Viral marketing a new brand strategy to influence consumers, thesis. Internet advertising or marketing that spreads exponentially whenever a new user is added. Diffusion of viral marekting into a thesis presented. Instead, the viral campaigns communication agent is the element that needs a wow factor. A conceptual framework for viral marketing defining the viral marketing process there are direct parallels between the customertocustomer propagation of a marketing message with the transmission of a contagious disease through a population. Patil university, school of management, navi mumbai, in partial fulfillment of the.
As was mentioned before, in this thesis i will talk more about nontraditional ways of marketing communication guerrilla marketing. Song 2004 pointed out that many companies in order to survive even to develop, they try to make good use any way that can help them to enlarge their market share and build a strong brand. Viral marketing xiaofang yang university of ottawa. 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. The dynamics of viral marketing university of michigan. Thus this thesis aims to fulfill this gap in the academic research. Viral marketing is an approach designed to get others to share your product for you. May 24, 2007 this is why marketers are now turning to online viral marketing. Thesis marketing marketing thesis basic marketing a marketing strategy planning approach 19th edition free pdf internetinduced marketing techniques critical factors in viral marketing campaigns advertising and promotion. Fernando machado turned the fastfood giants into buzzy, relevant, alwaysonpoint brands. This thesis is carried out to explore one process of internet 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. Impact of guerrilla marketing on consumer perception. Viral marketing is also known as internet viral marketing.
Viral marketing master dissertation examples writing a. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. Commit communication and information technology journal. Viral marketing is a powerful tool that can spread the message of a company or product to a broad range of people in a short period of time. As there is an extant rich body of literature on epidemic theory focusing on the transmission of viruses. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends. To develop an understanding of how marketing strategies impact continue reading selected. 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. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. This dissertation seeks to explore the use of viral marketing on the internet, and assesses its effectiveness, in terms of generating potential sales and increasing brand awareness. The six simple principles of viral marketing practical. In viral marketing, internet advertising gets spread exponentially.
Jul, 2010 to help you make sense of what are the key traits and components that create the conditions for a successful viral marketing campaign, this masternewmedia guide shares a highly curated selection of the best analysis, reports and published research on the web on the topic of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. A study of marketing and online marketing tools which. Viral marketing assumes that as each new user starts using the service or product, the. Professor michele quintanto also assisted by professor stefano pelle cotutor. 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.
Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you today. To familiarize students with current issues and problems associated with services marketing. Further it has given us experience in academic writing and conducting research. 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. The influence of customers communication behaviour in the implementation of 21cineplex viral marketing using the social networking site facebook application of viral marketing through social networking sites will greatly help companies in saving high marketing costs since companies do not have to give financial incentive to internet users or. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. Its a marketing strategy that involves creating an online message thats novel or entertaining enough to. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on consumers, category, company, content.
It has taught us a lot and has been both interesting and time consuming. Our office is not open for facetoface meetings however our support agents are still here to help you 247. Viral marketing dissertation pdf writer i help to study. Building upon the concept of the social network effect, the study will explore viral marketing and the various factors that drive the spread of viral content. Content marketing, online content, social media marketing, internet marketing. The idea is for it to be the users themselves that choose to share the content. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages. We believe that solutions to successful viral marketing campaigns must include some vital parts, which 1 engages. The research method of the thesis is a quantitative study, collected and analyzed by the author.
An integrated marketing communications perspective irwin marketing 11th advertising and promotion. While viral marketing is often spread through social. Viral marketing refers to a technique in marketing a product or a service where users help in spreading the advertisers message to other websites or the users create a scenario which can lead to multifold growth. The objective of this thesis is to explore consumer receptivity, perception and behavioral response to this relatively new marketing strategy.
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. Stealth marketing is also a most popular technique use in the guerrilla marketing. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. International viral marketing campaign planning and evaluation. This paper seeks to find the significant impact of the guerrilla marketing on the consumers buying behaviour. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. Pdf on dec 9, 2002, h b klopper and others published viral marketing. Aug 14, 2012 among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. This thesis will contribute to building a theoretical and empirical foundation for viral marketing. This bachelors thesis examines the topic of viral marketing by focusing on viral.
Marketing is considered viral when it reaches the point where its being shared by the public at large rather than just its target audience. The thesis investigates the differences between content vs. However, viral marketing informativeness is yet to be furthered in depth cruz and fill, 2008 considering that it is still a new trend. Viral marketing, brand pushers, celebrity marketing the products. The definition of viral marketing can be worded as the use of marketing strategies to propagate a product or service awareness through the use of existing social networks allen, 2008, p. Political campaign strategists and nonprofit organizations can also. A thesis submitted to the johns hopkins university. 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. A thesis presented to niels brock copenhagen international business.
The rise of viral marketing through the new media of social media. Pdf viral marketing and consumer purchase behaviour. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. Pdf the study aims to examine the effects of viral marketing on. Despite the diversity of the content shared online, online viral communication has been researched mainly in the context of marketing and advertising as in wordofmouth wom marketing, and thus the examinations have been limited to commercial information in the form of oral or written messages. Viral in literal sense means anything which spreads fast across users. Despite such gap, viral marketing can be achieved if the products and services are outstanding enough to debate on, so that the information can be shared, forwarded and reached from one to another. Crafting messages that create awareness and call an audience to action by hannah diane parker a thesis submitted to the faculty of the university of mississippi in partial fulfillment of the requirements of the sally mcdonnell barksdale honors college. To develop an understanding of both failed and successful marketing practices and strategies. Viral marketing franchises meet the man behind burger kings and popeyes viral marketing campaigns. 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. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social networking sites, youtube, and email communication.
An empirical comparison seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. And viral marketing is where you encourage other people to spread your product or service. Brand awareness, the olympics, london 2012, sponsorship, ambush marketing, athlete endorsement, viral marketing, adidas, nike. What is viral marketing and does it actually work in 2020. Chi 2011, 46 defines social media marketing as a connection between brands and consumers, while. The aim of this thesis is to investigate the questions from the questionnaire about how. Thesis marketing marketing thesis advertising and promotion. This thesis set out to answer three research questions that deal with campaign. The rise of viral marketing through the new media of social media rebecca j. Viral marketing is a style of promotion that relies on an audience to generate the message of a product or service. This study intends to illustrate the benefits and challenges of viral marketing. Viral marketing is that which is able to generate interest and the potential sale of a brand or product through messages that spread like a virus, in other words, quickly, and from person to person.
Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. An integrated marketing communications perspective irwin marketing 11th basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. Factors that lead videos to become internet phenomena by tyler west 77 rule out the possibility of common elements. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing. People will get to know about one product or brand and spread the word around to other people.
Viral marketing and content forwarding on social media. Viral marketing kills two birds with one stone it avoids the need to have a product with a wow factor in order to raise awareness, generate buzz and kickstart peertopeer spread. Successful methods of viral marketing how to achieve virality bachelor thesis within business administration. Furthermore the thesis examines findings from questionnaire filled with y generation.
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