As was mentioned before, in this thesis i will talk more about nontraditional ways of marketing communication guerrilla marketing. 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. Its a marketing strategy that involves creating an online message thats novel or entertaining enough 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.
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. An integrated marketing communications perspective irwin marketing 11th basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. To familiarize students with current issues and problems associated with services marketing. Impact of guerrilla marketing on consumer perception. Instead, the viral campaigns communication agent is the element that needs a wow factor. In viral marketing, internet advertising gets spread exponentially. Further it has given us experience in academic writing and conducting research. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. 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. Marketing is considered viral when it reaches the point where its being shared by the public at large rather than just its target audience. 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. The aim of this thesis is to investigate the questions from the questionnaire about how. 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. 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.
It has taught us a lot and has been both interesting and time consuming. A study of marketing and online marketing tools which. To develop an understanding of how marketing strategies impact continue reading selected. The dynamics of viral marketing university of michigan. The attitudes of consumers towards viral marketing in. The research method of the thesis is a quantitative study, collected and analyzed by the author. Viral marketing dissertation pdf writer i help to study. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. 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.
This bachelor thesis was written during the spring of 2019. Content marketing, online content, social media marketing, internet marketing. Viral marketing is an approach designed to get others to share your product for you. I dedicate this thesis to my family, and especially. Aug 14, 2012 among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. 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. This paper seeks to find the significant impact of the guerrilla marketing on the consumers buying behaviour. Viral in literal sense means anything which spreads fast across users. 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. 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. Pdf the study aims to examine the effects of viral marketing on.
Furthermore the thesis examines findings from questionnaire filled with y generation. 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. Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you today. Brand awareness, the olympics, london 2012, sponsorship, ambush marketing, athlete endorsement, viral marketing, adidas, nike. Viral marketing a new brand strategy to influence consumers, thesis. Fernando machado turned the fastfood giants into buzzy, relevant, alwaysonpoint brands.
This thesis set out to answer three research questions that deal with campaign. However, not yet known for certain how viral marketing within influences trustworthiness and consumer buying interest especially among students at mataram university. An integrated marketing communications perspective irwin marketing 11th advertising and promotion. Chi 2011, 46 defines social media marketing as a connection between brands and consumers, while. Furthermore, the work analyzes rules and features of viral marketing in order to help in creating future potential viral marketing campaigns. Successful methods of viral marketing how to achieve virality bachelor thesis within business administration. Our office is not open for facetoface meetings however our support agents are still here to help you 247. However, viral marketing informativeness is yet to be furthered in depth cruz and fill, 2008 considering that it is still a new trend. This thesis is carried out to explore one process of internet marketing. Patil university, school of management, navi mumbai, in partial fulfillment of the. Diffusion of viral marekting into a thesis presented. What is viral marketing and does it actually work in 2020.
Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. This bachelors thesis examines the topic of viral marketing by focusing on viral. Viral marketing is also known as internet viral marketing. This study intends to illustrate the benefits and challenges of viral 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 franchises meet the man behind burger kings and popeyes viral marketing campaigns. While viral marketing is often spread through social. Commit communication and information technology journal. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content. 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.
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. 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. 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. In other words, traditional marketing is where you blast your marketing messages to a group like with tv commercials. Viral marketing usually appears to be completely dependent on the image of the product in the eyes of the respondents or the customers. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. Professor michele quintanto also assisted by professor stefano pelle cotutor. May 24, 2007 this is why marketers are now turning to online viral marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders.
Viral marketing xiaofang yang university of ottawa. The rise of viral marketing through the new media of social media rebecca j. 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. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. Marketing communication phenomenon within social networks and blogsa consumer prospective author. 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. Stealth marketing is also a most popular technique use in the guerrilla marketing. Internet advertising or marketing that spreads exponentially whenever a new user is added. A thesis submitted to the johns hopkins university. 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.
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. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. Viral marketing master dissertation examples writing a. Factors that lead videos to become internet phenomena by tyler west 77 rule out the possibility of common elements. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends. 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. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages.
The rise of viral marketing through the new media of. 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. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. The first part is about the theory or principles of internet marketing which are gathered from books, research papers and articles.
These years, the competitions among companies become more and more furious. 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. Viral marketing and content forwarding on social media core. Thesis marketing marketing thesis advertising and promotion. The idea is for it to be the users themselves that choose to share the content. 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. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing campaigns. And viral marketing is where you encourage other people to spread your product or service. The thesis investigates the differences between content vs. Thus this thesis aims to fulfill this gap in the academic research. This thesis is divided in seven sections, references and appendices excluded, and the. Viral marketing assumes that as each new user starts using the service or product, the. Pdf on dec 9, 2002, h b klopper and others published viral marketing. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing.
As there is an extant rich body of literature on epidemic theory focusing on the transmission of viruses. A thesis presented to niels brock copenhagen international business. 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. We believe that solutions to successful viral marketing campaigns must include some vital parts, which 1 engages. Viral marketing is a style of promotion that relies on an audience to generate the message of a product or service. To develop an understanding of both failed and successful marketing practices and strategies. Political campaign strategists and nonprofit organizations can also. People will get to know about one product or brand and spread the word around to other people. 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.
The six simple principles of viral marketing practical. This thesis will contribute to building a theoretical and empirical foundation for viral marketing. The rise of viral marketing through the new media of social media. 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 marketing, brand pushers, celebrity marketing the products. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social networking sites, youtube, and email communication. The thesis has provided us with deeper knowledge about viral marketing and an experience in analysing advertising videos. Pdf viral marketing and consumer purchase behaviour.
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