Social media and its implications for viral marketing commentary typically evaluate the opinions of complete strangers, and often readers are aware of this. Viral marketing is a powerful marketing tool with untapped potential. Issn 18495419 print international journal of management science and business administration vol 1. Viral marketing of digital products using social media mba. Cmos formulate the following four biggest challenges. Types of grain losses waste in ganye sno types of grain losses percent losses percent of farmers responded 1 mechanical damagespillage during operation 1520 62 2. View essay 118275 1 pb from mba 101 at devry university, keller graduate school of management. Social media and its implications for viral marketing. This thesis characterizes the role of advertising in effective promotion, presents.
The attitudes of consumers towards viral marketing in. Viral marketing communication can bring about benefits to marketers with its advantages such as low cost, high reach, high credibility, accountability, fast speed, ease of usage and ability to reach a global audience. Viral marketing for brand awareness posted on march 15, 2015 by rachelievanson virality defined. Regarding to this author, the volume and sentiment are the two most important and used. International journal of research in marketing vol 1, issue. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads.
Specifically, viral marketing refers to the utilization of electronic word of mouth to transmit marketing materials in an exponentially growing manner, often through the usage of social media kaplan 3. Viral marketing has generated a lot of excitement recently, in part because it seems like the ultimate free lunch. Census bureau is available online for custom data analysis, on dvd, and in report form as downloadable pdf files. Pdf the impact of viral marketing on corporate brand reputation. 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. Journal of marketing 1 volume 76 march 2012, 1 16 although for decades researchers have studied how consumers form likedislike attitudes toward brands, the past few years have seen a burgeoning interest among both practitioners and academics in con. Traditional and social media marketing comparison case. Marketing of the 21st century marketing science institute research. George 1987 stated one of the early stage alternatives of home shopping, videotex, was first. An analysis of marketing strategies of an integrated facility. Pdf the impact of viral marketing through instagram.
Thus this thesis aims to fulfill this gap in the academic research. On humor and humor in advertising, volume 1 theory development. Stochastic models of interpurchase time with timedependent covariates. An analysis of marketing strategies of an integrated. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. Uses and gratifications research a thesis presented to the faculty of the graduate school at the university of missouri columbia in partial fulfillment of the requirements for the degree master of arts by arron d. A processtracing study of brand extension evaluation. The massive volume of information traded over social networks should be analyzed and used for marketing purposes. Among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. An analysis and implications for consumer behavior rebecca j. Effectiveness of digital marketing in the challenging age. Journal of marketing research, vol xxviii, february 1991. It will also introduce the viral marketing information. School of management, blekinge institute of technology, sweden programme.
We propose models to identify products for which viral marketing is ef fective. Table of contents the journal of advertising research. Patil university, school of management, navi mumbai, in partial fulfillment of the. 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. Aug 14, 2012 among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. This course provides an introduction to advertising research, which is a specialized form of marketing research conducted to improve the efficiency of advertising. Course description welcome to advertising research. Doctoral thesis title an investigation into consumers. Master thesis in business administration department. Viral marketing is defined as networkenhanced word of mouth jurvetson 2000. Typespasslong a short note that will be sent on to1 the other internet users and it is usually to the footer of electronic messages e. The rise of viral marketing through the new media of social. 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.
Uniqueness of the buying firms specifications is a char acteristic of the purchase situation and is defined as the. Jmr publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies. This chapter proposes a research that will add to an understanding of the attitudes of consumers towards viral marketing in malaysia. Masterarbeit erfolgsfaktoren des viral marketing verfasser. The rise of viral marketing through the new media of social media. Viral marketing exploits existing social networks by encouraging customers to share product. Viral marketing as epidemiological model, proceedings of the 15th international conference on computational and mathematical methods in science and engineering, 2015, 946955. Types of viral marketing 1 passlong 2 buzzmarketing 3 incentive viral 4 undercovermarketing 5 user managed database 8. An analysis of marketing strategies of an integrated facility services company. It was confidently chosen by brands like hotmail, gmail, microsoft, tupperware, bmwsee the section on world famous examples of viral marketing for running their campaign that. It was confidently chosen by brands like hotmail, gmail, microsoft, tupperware, bmwsee the section on world famous examples of viral marketing for running their campaign that made them famous among millions.
Pick some small number of people to seed your idea, product, or message. This introduction will begin with describing the background to the problem, which is discussed in the problem discussion and. Study on impact of annual post harvest losses of grain and. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. Pdf on humor and humor in advertising, volume 1 theory. The customerasasaleschannel approach to viral marketing went on to become the foundation for an explosion of technology enabled viral marketing services offered online, offline and in blended hybrid approaches. 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. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The role of advertising in promoting a product instructor ossi paivalainen pages 58 supervisor. The effect of viral marketing on y generations purchasing behavior namelast name of the student. The analysis is based on 102 video ads from the uk and us, which were shown on tv and also online.
Viral marketing dissertation pdf writer i help to study. 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. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you today. Campaign share a coke by coca cola in vietnam date 1742015 pagesappendices 698 supervisors tuula linnas client organisationpartners abstract this paper aims at finding out underlying factors that make a marketing campaign go viral by ana. May 27, 2011 viral marketing of digital products using social media mba dissertation 1. Influence of online marketing strategies on the sales success of. Volume 3, issue 1, april 2016 32 business case for investing in viral marketing. Aug 17, 2016 if you have an individual subscription to this content, or if you have purchased this content through pay per article within the past 24 hours, you can gain access by logging in with your username and password here. This study intends to illustrate the benefits and challenges of viral marketing. Creative determinants of viral video viewing duncan southgate, nikki westoby and graham page millward brown this study assesses the creative attributes that drive online viral viewing of tv advertising. This thesis will contribute to building a theoretical and empirical foundation for viral marketing.
University of lahore,km defense road, lahore pakistan. This article reports a replication of the stewart and furse 1986 study of the influence of executional factors on advertising performance. Industrial marketing management vol 1, issue 1, pages 1141. Mar 15, 2015 viral marketing for brand awareness posted on march 15, 2015 by rachelievanson virality defined. View essay 1182751pb from mba 101 at devry university, keller graduate school of management. 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.
A sensitivity analysis of an epidemiological model of viral. I hereby affirm that this masters thesis represents my own written work and. Viral marketing and its implications for ecommerce. Viral marketing of digital products using social media mba dissertation 1. University of groningen from city marketing to city branding. Abstract this paper develops a model called modified elaboration likelihood model to understand how people process advertising on the internet. Lingley, r 1 mkt700111 the rise of viral marketing through the new media of social media.
Challenges and solutions for marketing in a digital era. The cocacola company bachelors thesis in international business 74 pages, 1 page of appendices autumn 20 abstract the purpose of this thesis is to examine traditional medias content, history. Viral marketing xiaofang yang university of ottawa. If you have an individual subscription to this content, or if you have purchased this content through pay per article within the past 24 hours, you can gain access by logging in with your username and password here. The dynamics of viral marketing university of michigan. The tendency of an image, video, or piece of information to be circulated rapidly and widely from one internet user to another. A huge volume of farm produce is lost and wasted alone five boundaries of supply chain as shown in table 2. Since messages from other consumers social network sites likely have more impact than the traditional marketing communications e. Using a new set of 1,017 commercials, coded for content, the replication finds the original results reported by stewart and furse are highly robust.