Pdf this paper reports on the impact of viral marketing on corporate brand reputation. This thesis is carried out to explore one process of internet marketing. So viral marketing can be seem as electronic wom for everything about brands and the company or product with in social media. Pdf the impact of viral marketing through instagram. The aim of this thesis is to investigate the questions from the questionnaire about. International viral marketing campaign planning and evaluation. Academic thesis in fulfilment of the requirements for the doctor of philosophy degree in industrial. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content, and popularity. Many viral marketing programs utilize free products or services to spark interest. Understanding the relationship between word of mouth marketing and viral marketing provides the framework for understanding of why viral marketing through social. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. They offered free email to the masses, and simply attached a signature at the bottom of each email message that promoted their free service. 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.
Viral marketing of digital products using social media mba dissertation 1. However, marketers face certain risks and challenges when engaging in viral marketing campaigns. Viral marketing xiaofang yang university of ottawa. The effect of viral marketing on y generations purchasing behavior eda iskeceli marketing t doc. Discussions available in the secondary data also relate to specific forms of viral marketing and assessment of the level of their effectiveness. This thesis will contribute to building a theoretical and empirical foundation for viral marketing. Viral marketing is defined as a marketing phenomenon that fosters and influences people to go through the marketing messages created by companies hutchison, 20. In literal terms, you can describe it as a marketing concept that spreads like a virus. Attitudes and motives, user generated content, and viral advertising. This research was accomplished to study the impact of viral. The author is very interested in the effects of viral marketing, as it is a trend for future business. 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.
Many marketing academics and practitioners use the terms ewom and viral marketing interchangeably. Whatever you call it viral, buzz, wordofmouse, or wordofblog marketing having other people tell your story drives action. Deposit scholarly works such as posters, presentations, conference papers or white papers. Viral marketing of digital products using social media. Pdf on dec 9, 2002, h b klopper and others published viral marketing.
This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. Conducting marketing to individuals online is virtually costfree and it is possible for each. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms.
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. Viral marketing and social networking thesis example. The author utilized the free version of, therefore the. Viral marketing has proved to be a new concept and thus a limited number of brands and companies have started to adopt this new marketing regime. Wom is impishly nicknamed free advertising buttle, 1998. The introduction to viral marketing video course will provide you with a basic overview of viral marketing. Viral marketing on facebook a study to clarify what makes people in the age 1644 share content on facebook aalborg university.
Pdf the impact of viral marketing on corporate brand reputation. Marketing communication phenomenon within social networks and blogs a consumer prospective mr. 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. Our office is not open for facetoface meetings however our support agents are still here to help you 247.
Giving away lowcost items such as tshirts can often lead to the sale of much higher cost items. The term of viral marketing has been coined by steve jurvetson in 1997 and it can be defined as any marketing activity that accelerates and amplifies word of mouth in the digital domain kirby, 2012, p. The first part is about the theory or principles of internet marketing which are gathered from books, research papers and articles. 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.
The research questionnaire also included three examples of viral videos, which. Yang, xiaofang, viral marketing a new brand strategy to influence consumers, thesis. This thesis explores the convergence of generation z and viral marketing. In return of their works they only received coupons, discounts, free download and. Moreover, viral marketing messages are free from geographic boundaries and time constraints that make it global as compared to the conventional communications goldsmith and horowitz, 2006. Pdf in this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Dissertation or thesis advertising amongst ourselves. Pdf the study aims to examine the effects of viral marketing on. The aim of this thesis is to investigate the questions from the questionnaire about how people act on facebook.
The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. Viral marketing and content forwarding on social media. Social ties in online sharing behavior by michiko izawa a thesis submitted to the johns hopkins university in conformity with the requirements for the degree of master of arts communication. 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. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing. Viral marketing is an imc technique that is mostly used for trendy brands. Viral marketing and content forwarding on social media core. They also argue that cga is important because they are prime examples of persuasive. Marketing thesis thesis marketing 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. 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. The research method of the thesis is a quantitative study, collected and analyzed by the author. Essay about yourself pdf file motivator in essay essay based on picture propertyeu research paper. The objective of this thesis is to explore consumer receptivity, perception and behavioral response to this. The attitudes of consumers towards viral marketing in. Marketing thesis thesis marketing advertising and promotion. A case study of adidas and snapchat ricardo escoda term paper advanced seminar 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 basic marketing a marketing strategy planning approach 19th edition free pdf advertising and promotion. 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. Any activity that gives a boost to wordofmouth publicity is considered as viral marketing.
Investigating eservicescape, trust, ewom, and customer. This bachelors thesis examines the topic of viral marketing by. Spandana araga marketing ii term paper how it works advertising agencies and marketing experts get paid big money to create ads that are unforgettable. Patil university, navi mumbai, department of business management in partial. However the future of the viral marketing holds a lot due to the usage and reliance on the cyber world. A thesis presented to niels brock copenhagen international business college. Pdf viral marketing and consumer purchase behaviour. An integrated marketing communications perspective irwin marketing 11th advertising and promotion. Over the years, popular research topics have included. It first defines the signature characteristics of the newest generation following millennials, including their digital fluency and social empowerment and activism. A study of marketing and online marketing tools which. Have your chieftaincy dissertation africa jstore paper edited by your writer as many times as you need, until its perfect. An integrated marketing communications perspective irwin marketing 11th internetinduced marketing techniques critical factors in viral marketing campaigns. The thesis aims to investigate why people in the age 1644 share content on.
Then, it explores the different executions of viral content and viral marketing. Hotmailhotmail is one of the most classic examples of successful viral marketing. A strong effect of viral marketing messages towards the consumers is widely. 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. Enjoy unlimited free revisions for 2 weeks after youve received your chieftaincy dissertation africa jstore paper. Viral marketing dissertation pdf writer i help to study.
Consumer behavior blog marketing, social network marketing, viral marketing, word of mouth marketing. The rise of viral marketing through the new media of. This article is brought to you for free and open access by the textiles, fashion merchandising and design at. Now, viral marketing is best defined as electronic wordofmouth whereby some form of marketing message related to a company, brand, or product is transmitted in an exponentially growing way kaplan and haenlein 2011. Thus this thesis aims to fulfill this gap in the academic research. This study intends to illustrate the benefits and challenges of viral marketing. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. 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. 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. 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. Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you immediately. The motivation for the study came primarily from a research gap in existing literature. This thesis set out to answer three research questions that deal with campaign planning.
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