It has been employed by many companies and organizations in the world and has been proven success even when it is still a fairly. This study was associative study using primary and secondary data. Toward information diffusion model for viral marketing in business lulwahalsuwaidan. A thesis presented to niels brock copenhagen international business college. This paper reports on the impact of viral marketing on corporate brand reputation. Analyzing the determinants of the uk consumers engagement.
This bachelors thesis examines the topic of viral marketing by focusing on viral content. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social. Currently, wordofmouth is also a great aspect in marketing and more above all in e marketing. I dedicate this thesis to my family, and especially to irene. Viral marketing as an online marketing medium national conference on innovative business practices in technological era 90 page erode sengunthar engineering college, thudupathi, erode you are dealing using technical terms, people will definitely ask you about the terms and the subject in general. Influence of social media content on consumer purchase. University of lahore islamabad campus pakistan abstracts purpose. With my job, if people can do twice the amount of work in the same time. 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.
The impact of social networking websites to facilitate the effectiveness of viral marketing abed abedniya faculty of management fom multi media university mmu cyberjaya, malaysia abed. The dynamics of viral marketing carnegie mellon school. Thus this thesis aims to fulfill this gap in the academic research. Michael kjolby aalborg university ccg 10th semester master thesis 12 of 104.
This thesis will explain the effects of viral marketing on the creation of brand awareness, which will consequently lead to brand image. 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 customers who voluntarily forward the information about the companies. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. Our motivation stems primarily from our opinion that viral marketing is a powerful marketing tool. As it was explained in the early chapter, in order to acquire targeted sample, gen y, at. A case of safaricom ltd in kenya telecommunication industry. Viral marketing is highly associated with wordofmouth through electronic media. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. Pdf the impact of viral marketing on corporate brand. Porter and golan 2006 conducted content analysis of 266 viral advertisements and 235 television advertisements to identify the differences between these two formats of advertising. These strategies are more and more inventive and disturbing in people lives.
Analyzing the determinants of the uk consumers engagement in viral marketing on social networking sites. Pdf the impact of viral marketing on corporate brand reputation. On utilizing grounded theory in business doctoral research. In this new era of marketing, ideas go viral, and spread like an infectious disease. Viral marketing and content forwarding on social media. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. While it is possible to buy paid advertising on youtube, this. Viral marketing is a marketing strategy that urges or persuaded someone to pass on or share a marketing message to their peers or friends, consequently enhanced the potential for exposure growth and influence of the marketing message patel, 2009. This study intends to illustrate the benefits and challenges of viral marketing. So viral marketing can be seem as electronic wom for everything about brands and the company or product with in social media. The thesis investigates the differences between content vs.
An analysis of viral marketing presents the framework for positive perceptions of this developing trend. Marketing thesis thesis marketing basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. The impact of viral marketing on corporate brand reputation lawrence mpele lekhanya, durban university of technology, south africa abstract this paper reports on the impact of viral marketing on corporate brand reputation. Huberman hp labs we present an analysis of a persontoperson recommendation network, consisting of 4 million peo. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of.
The author discussed the insights from the findings and suggested viral marketing strategies to optimize the performance of wom volume and valence in social websites. 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. Impact of guerrilla marketing on consumer perception. This research paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. Yang, xiaofang, viral marketing a new brand strategy to influence consumers, thesis. The aim of this thesis is to investigate the questions from the questionnaire about how.
Marketing communication phenomenon within social networks and blogs a consumer prospective mr. Margaret oloko, enos bernabas anene, patrick gitonga kiara, irene kathambi, japhet mutulu. Viral marketing refers to any strategy that emboldens customers to share a marketing. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing campaigns. The main point of the thesis is to find out how to create content that go viral and. Essay about yourself pdf file motivator in essay essay based on picture propertyeu research paper. Commit communication and information technology journal. This bachelors thesis examines the topic of viral marketing by focusing on viral content creation. Stealth marketing is also a most popular technique use in the guerrilla marketing. It also creates an overview of the large amount of information collected from the. Internet is the main component of viral marketing and it is this necessary connection that makes it distinct from general wordofmouth.
Stealth marketing is also a most popular technique use in the guerilla marketing. Viral marketing is a way of advertising products to a speci. The diverse tools used by marketers in order to pass on information to. Pdf this paper reports on the impact of viral marketing on corporate brand. Generally, viral marketing is a type of online marketing. Factors that influence the usage of social media in marketing.
Patil university, navi mumbai, department of business management in partial. The motivation for the study came primarily from a research gap in existing literature. 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. Patil university, school of management, navi mumbai, in partial fulfillment of the. 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. Our motivation stems primarily from our opinion that viral marketing is a powerful marketing tool with untapped potential. Viral marketing is a marketing strategy that urges or persuaded someone to pass on or share a marketing message to their peers or friends, consequently enhanced the potential for exposure growth and influence of the marketing message.
The dynamics of viral marketing jure leskovec carnegie mellon university lada a. 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. Pdf the study aims to examine the effects of viral marketing on. Viral marketing and content forwarding on social media core. 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. An integrated marketing communications perspective irwin marketing 11th advertising and promotion.
Seeding strategies have strong influences on the success of viral marketing campaigns. Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. International viral marketing campaign planning and evaluation. The word viral refers, according to godin, 2001, to. 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. Pousttchi, and wiedemann 2009 have investigated mobile viral marketing from the marketers perspective, where little was known about the motivations, attitudes, and behaviours of consum. Factors that influence the usage of social media in marketing corresponding author.
A key contribution of this thesis is the new approaches of modeling and data collection for wom volume and valance forecasting in viral marketing. This thesis conducts a qualitative study of an exploratory nature with antecedent theoretical frameworks as its base. Increasing brand equity through viral marketing marketing essay. The amount of private persons that use social media is extremely high. This paper seeks to find the significant impact of the guerrilla marketing on the consumers buying behaviour. The impact of social networking websites to facilitate the. To maintain authenticity in a qualitative research setting, the sample will be checked. The role of emotion in viral marketing 2014 elsie margaretha elsamari botha division of industrial marketing, indek kthroyal institute of technology, stockholm, sweden. International journal of scientific and research publications, volume 4, issue 5, may 2014 1 issn 22503153. It presents new data collected through interviews with experienced marketing and social media professionals in an attempt to create a clearer image of the concept. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms.
Consumer behavior blog marketing, social network marketing, viral marketing, word of mouth marketing. Marketing is a significant division of the companies strategies. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. Additionally, since we use manual procedure, we use human coders to rate.
Viral marketing communication a study on consumer perception and response mba thesis 2009 low jiun wee xavier and goh yun shuang summer page 10 of 93. Viral marketing xiaofang yang university of ottawa. A university students perspective thesis for the masters degree in business administration. Data collection tools and techniques with the questionnaire, survey, and interviews. Increasing brand equity through viral marketing marketing. This thesis will contribute to building a theoretical and empirical foundation for viral marketing. The attitudes of consumers towards viral marketing in. The effect of viral marketing on y generations purchasing. The rise of viral marketing through the new media of. Pdf viral marketing and consumer purchase behaviour. Viral marketing dissertation pdf writer i help to study.