Viral marketing and content forwarding on social media. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. Stealth marketing is also a most popular technique use in the guerrilla marketing. Viral marketing is an approach designed to get others to share your product for you. 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. Studying the effect of social media on consumer purchase. Wangondu a research project report submitted to the chandaria school of. Pdf the impact of viral marketing on corporate brand reputation.
This study was associative study using primary and secondary data. This paper seeks to find the significant impact of the guerrilla marketing on the consumers buying behaviour. 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 aim of this thesis is to investigate the questions from the questionnaire about how people act on facebook. Consumer behavior blog marketing, social network marketing, viral marketing, word of mouth marketing. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. Patil university, navi mumbai, department of business management in partial. Research on the effect of consumer behaviour towards e marketing is a descriptive research. And viral marketing is where you encourage other people to spread your product or service. Pdf the study aims to examine the effects of viral marketing on. An exploratory study of social media marketing and traditional media in the irish fashion. This bachelors thesis examines the topic of viral marketing by focusing on viral. A study of marketing and online marketing tools which.
Viral video advertising is an indispensable part of viral marketing campaign. Social media optimizationsmo and viral marketing 117. Viral marketing of digital products using social media mba dissertation 1. Secondly, the model provided in this study defines what sharing means in terms of viral marketing. 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. Pdf viral marketing and consumer purchase behaviour. Pdf this paper reports on the impact of viral marketing on corporate brand reputation. Firstly, viral marketing is a growing concept that requires updated research about to provide an understanding of viral marketing that is consistent with its changes in its practice.
Factors that lead videos to become internet phenomena by tyler west 77 rule out the possibility of common elements. I would also like to give my warmest thanks to the irish fashion retailers who agreed to participate in my research methodology. Data collection tools and techniques with the questionnaire, survey, and interviews. Analyzing the determinants of the uk consumers engagement in viral marketing on social networking sites. I dedicate this thesis to my family, and especially. Understanding the role of emotion in viral marketing. 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. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. 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.
A study on consumer perception and consumer response. 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. The thesis investigates the differences between content vs. Many thanks too, topshop, river island, miss selfridge, dorothy perkins and warehouse. 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. Huberman hp labs we present an analysis of a persontoperson recommendation network, consisting of 4 million peo. The author is very interested in the effects of viral marketing, as it is a trend for future business. International viral marketing campaign planning and evaluation. Furthermore, the work analyzes rules and features of viral marketing in order to help in creating future potential viral marketing campaigns. Factors that make a marketing cam paign go viral theseus. This study intends to illustrate the benefits and challenges of viral marketing. Among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders.
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. Analyzing the determinants of the uk consumers engagement. A study on the attitude of customer towards viral video. The main research method of this thesis is online survey carried out in. Viral marketing a new brand strategy to influence consumers, thesis. University of lahore islamabad campus pakistan abstracts purpose. 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.
Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you immediately. 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 of digital products using social media. In other words, traditional marketing is where you blast your marketing messages to a group like with tv commercials. 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. Essay about yourself pdf file motivator in essay essay based on picture propertyeu research paper. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. 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. Viral marketing is a valuable tool for marketers as it not only can spread. How to strike a viral video success modul university vienna. 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. 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. The effect of viral marketing on y generations purchasing behavior eda iskeceli marketing t doc.
Viral marketing xiaofang yang university of ottawa. The research method of the thesis is a quantitative study, collected and analyzed by the author. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. 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.
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. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The purpose of this survey is to find out the consumers attitude towards. Viral marketing, also known as electronic word of mouth ewom has become an important marketing trend for communicating products and services ferguson, 2008. The thesis aims to investigate why people in the age 1644 share content on. Viral marketing is defined under the title of oral electronic advertisement, and 5 recommendations have been made for better use of social media in this space 6 marketing through social media, web 2 and innovative users are faced with. A thesis presented to niels brock copenhagen international business. The dynamics of viral marketing jure leskovec carnegie mellon university lada a. Impact of guerrilla marketing on consumer perception.
Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. The dynamics of viral marketing carnegie mellon school. I hereby affirm that this masters thesis represents my own written work and that i have. Thus this thesis aims to fulfill this gap in the academic research. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content, and popularity. So viral marketing can be seem as electronic wom for everything about brands and the company or product with in social media.
This thesis will contribute to building a theoretical and empirical foundation for viral marketing. The attitudes of consumers towards viral marketing in. Bachelor thesis viral campaign and video for hi,hi guide. The rise of viral marketing through the new media of.
An exploratory study of social media marketing and. 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. A university students perspective thesis for the masters degree in business administration. Stealth marketing is also a most popular technique use in the guerilla marketing. The attitudes of consumers towards viral marketing in malaysia ler. Viral marketing dissertation pdf writer i help to study. 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 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 on facebook a study to clarify what makes people in the age 1644 share content on facebook aalborg university. This thesis is somewhat of a quantitative study, which means that it heavily. 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. The motivation for the study came primarily from a research gap in existing literature. Pdf one method of viral marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the.
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