May 27, 2011 viral marketing of digital products using social media mba dissertation 1. 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. 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. This paper reports on the impact of viral marketing on corporate brand reputation. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. The effect of viral marketing on y generations purchasing behavior eda iskeceli marketing t doc. 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.
We will discuss important topics like wordofmouth marketing, buzz marketing, viral marketing, desirability for control, consumer behaviour, attitude toward the online advertisement, attitude toward the brand, purchase intention. Viral marketing thesis research, writing dissertations on. Instead, the viral campaigns communication agent is the element that needs a wow factor. 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. Generally speaking, there are two types of viral marketing. 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.
This thesis explores the convergence of generation z and viral marketing. The paper is designed to give the reader an insight to if, and how companies utilise the possibilities of. However, social media marketing is still a new topic which challenges every marketers and business owners. Thus this thesis aims to fulfill this gap in the academic research. The aim of this thesis is to investigate the questions from the questionnaire about how people act on facebook.
This study intends to illustrate the benefits and challenges of viral marketing. Viral marketing on facebook a study to clarify what makes people in the age 1644 share content on facebook aalborg university. Dissertation or thesis advertising amongst ourselves. This project is all about the desire for control, degree of controllability in online advertisements. The attitudes of consumers towards viral marketing in. An analysis and implications for consumer behavior. The author is very interested in the effects of viral marketing, as it is a trend for future business. May 24, 2007 this is why marketers are now turning to online viral marketing.
Patil university, navi mumbai, department of business management in partial. Viral marketing of digital products using social media mba. Our viral marketing experts can research and write a new, oneofakind, original dissertation, thesis, or research proposaljust for youon the precise viral marketing topic of your choice. Marjan mohammadreza thesis proposal 2 aarhus university business and social sciences contents 1 introduction. Consumers must download, discuss and pass along this content to materialize buzz. An integrated marketing communications perspective irwin marketing 11th basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. The role of viral advertising in brand equity building fotini mastroianni bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing. Viral marketing software free download viral marketing.
This thesis will contribute to building a theoretical and empirical foundation for viral marketing. What will become clear in this thesis is that viral marketing is a continuous experiment, one that like the moviemaking business is filled with successes and failures. A strong effect of viral marketing messages towards the consumers is widely. Viral marketing of digital products using social media. Followed by a problem statement regarding the thesis question, and research. The rise of viral marketing through the new media of. 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. A study of marketing and online marketing tools which. Dave consults with firms and professional services organizations through digital voodoo, a consultancy he cofounded in 1994. Viral marketing and content forwarding on social media core. Analyzing the determinants of the uk consumers engagement. An hour a day wiley, 2008, dave is involved with the development of products and services that extend social technologies to business. Pdf the impact of viral marketing on corporate brand. 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.
Data collection tools and techniques with the questionnaire, survey, and interviews. The results of this thesis were based on a small sample size of the representatives of the hospitality and tourism industry. Viral marketing has become a promotion tool for marketers in creating awareness of their. Social network sites application development for viral.
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. 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. It first defines the signature characteristics of the newest generation following millennials, including their digital fluency and social empowerment and activism. Yang, xiaofang, viral marketing a new brand strategy to influence consumers, thesis.
Lingley, r 1 mkt700111 the rise of viral marketing through the new media of social media. Patil university, school of management, navi mumbai, in partial fulfillment of the. You will receive three straight to the point lessons that will teach you exactly what it is, how it works and how you can use to effectively use it to market your own profitable business. Marketing in social environments on the web have become more and more common as people begin to spend more time on the web surfing, chatting or just keeping in touch with. The idea is for it to be the users themselves that choose to share the content. Thesis the importance of emotions in the dynamics of sharing. The role of viral advertising in brand equity building. 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. The main contribution of the thesis is the definition and history of viral marketing, making analysis of process of viral marketing, progresses definition and rules for creating a viral campaign. With this in mind, online viral marketing can target individuals no matter where they reside. Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you immediately. Marketing thesis thesis marketing advertising and promotion.
Its goal is to reach new audiences and create instant awareness amongst the hoards of people viral marketing is not just a buzz, but with time has become a soughtafter business. The thesis aims to investigate why people in the age 1644 share content on. The mass of people offers advertisers new approaches and methods of delivering their messages to users. Final year project dissertation thesis master dissertation thesis. In this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. Bb cream of maybelline new york vietnam lahti university of applied sciences degree programme in international business bachelor thesis 2015 nguyen, thi xuan quynh. The motivation for the study came primarily from a research gap in existing literature. 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. Mar 25, 2012 7 viral marketing strategies to get massive traffic spikes jason acidre 65 comments there are times that you get surprised to see a sudden spike in traffic when you check your sites traffic stats in the morning, and you often wonder where those visitors came from and how you were able to pull it off by accident. Purposeful viral marketing happens when there is a tactical and dedicated plan in place to make a piece of content go viral.
Despite the increasing popularity of viral marketing, factors critical to such a new communication medium remain largely unknown. Tim drapner the graduate of that school and jeffrey rayport its lecturer 10. Aug 14, 2012 namely, it has been stated that viral marketing happens when content video, picture, text is created by an individual or company and is spread to others vered, 2007, p. Nowadays, viral marketing is included in the group of techniques called word of mouth marketing womm fig. This thesis is carried out to explore one process of internet marketing. The introduction to viral marketing video course will provide you with a basic overview of viral marketing. But are all companies aware of the possibilities, and do they use them. 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. In return of their works they only received coupons, discounts, free download and. Pdf the impact of viral marketing on corporate brand reputation. The six simple principles of viral marketing practical. Then, it explores the different executions of viral content and viral marketing. 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. A dissertation should have something to add to the existing literature in a given field, while building on the current debates and issues within the topic area.
Viral marketing and content forwarding on social media. Viral marketing of digital products using social media mba dissertation 1. The attitudes of consumers towards viral marketing in malaysia. Viral marketing dissertation pdf writer i help to study.
In my bachelors thesis i begin by defining how users of social network sites are connected, how these networks evolved and what a social network site really is. On utilizing grounded theory in business doctoral research. International viral marketing campaign planning and evaluation. A key contribution of this thesis is the new approaches of modeling and data collection for wom volume and valance forecasting in viral marketing. It is human nature to be more interested in what a friend buys than what an anonymous person buys, to. The dynamics of viral marketing university of michigan. Kapil gupta viral marketing of digital products using social mediadissertation presented for the degree of masters of businessadministration at the university of edinburgh business school, may 2011 2.
This study was associative study using primary and secondary data. The dynamics of viral marketing 3 recommendations that one receives from a friend or relative. Strategic marketing proposal plan for a cosmetics company case. Additionally, since we use manual procedure, we use human coders to rate. Conclusion viral marketing 2020 viral marketing through. I examine the feasibility of viral marketing through the eyes of potential. Analyzing the determinants of the uk consumers engagement in viral marketing on social networking sites. Marketing thesis thesis marketing basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. A university students perspective thesis for the masters degree in business administration. The rise of viral marketing through the new media of social media.
I dedicate this thesis to my family, and especially to irene. Volume 63, issues 910, septemberoctober 2010, pages 1006. Pdf this paper reports on the impact of viral marketing on corporate brand reputation. Viral marketing xiaofang yang university of ottawa. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. 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. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The study aimed to analyse and evaluate the use of viral marketing and the impact it. Appendix 6 lecture by john hird viral marketing recommender role matrix. Pdf viral marketing and consumer purchase behaviour. Elif karaosmanoglu june, 20, 71 pages in a world where people are showing increasing resistance to traditional form of advertising and getting lost in typical marketing communication tools, with its online. The concept of viral marketing is minimally utilized at the moment, but its use is more likely to be maximized in the future. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing campaigns.
This paper will discuss a new trend emerging from the internet industry business in recent years named content marketing. In literal terms, you can describe it as a marketing concept that spreads like a virus. Xiao fang hu the new rules of viral marketing pdf alessandro viti the secret strategies behind many viral videos charis tsevis. Content marketing is, most of the time, mistaken with viral marketing or similar terms. Ler, sin wei 2014 the attitudes of consumers towards viral marketing in malaysia.
The aim of this thesis is to investigate the questions from the questionnaire. Dave consults with firms and professional services organizations through digital voodoo, a. Thesis the importance of emotions in the dynamics of. Because the distribution model is free, viral can potentially be lower cost and more effective than traditional media. An integrated marketing communications perspective irwin marketing 11th advertising and promotion. Any activity that gives a boost to wordofmouth publicity is considered as viral marketing. Another example of a successful viral marketing campaign was the lets say thanks campaign by xerox klopper, 2012 whereby the campaign results were viral more than 1. The six basic principles andy dean are viral markting principles good for advertising. Bachelors thesis deals with effective promotional tools called viral marketing.
Discussions available in the secondary data also relate to specific forms of viral marketing and assessment of the level of their effectiveness. The first part is about the theory or principles of internet marketing which are gathered from books, research papers and articles. 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. Deposit scholarly works such as posters, presentations, conference papers or white papers.
Bachelor thesis fall 2009 kristianstad university college international business and economics program the viral makes you aware how is brand association affected by viral marketing through individual networks. A study of marketing and online marketing tools which improve. The track concerning the first use of viral marketing term directs to the two people connected with the harvard business school. Six key rules to get everyone to talk about your ide irenek viral marketing. Dissertations should be focused on a narrow topic rather than broad, aiming to add to the literature in a manageable way bearing in mind time and resource constraints.
Viral marketing exploits existing social networks by encouraging customers to share product information with their friends. Viral marketing software free download viral marketing top 4 download offers free software downloads for windows, mac, ios and android computers and mobile devices. Namely, it has been stated that viral marketing happens when content video, picture, text is created by an individual or company and is spread to others vered, 2007, p. This research paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. This bachelors thesis examines the topic of viral marketing by. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. The research method of the thesis is a quantitative study, collected and analyzed by the author. 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. The objective of this thesis is to explore consumer receptivity, perception and behavioral response to this. However, viral marketing informativeness is yet to be furthered in depth cruz and fill, 2008 considering that it is still a new trend.
1561 1274 139 64 1329 467 895 1004 290 915 1441 575 196 873 208 815 647 754 236 12 1317 832 55 1021 850 860 232 986 1302 666 1436 1177 1212 1478 997 449 506 1287 491 388 533 1491 1086 1354