Volume 10, issue 4 pages 267 1996 download full issue. Quote of the week get rid of everything that is not essential to making a point. Journal of direct marketing vol 10, issue 4, pages 267. When executed properly, this online marketing phenomenon can bring scores of visitors to your business.
Access to society journal content varies across our titles. The new wave of viral marketing has become the defining marketing trend of the decade ferguson, 2008. From the ground floor what exactly is viral marketing. Although social marketing is a common concept in business, there is a few numbers of people aware of its effective role in marketing. The rise of viral marketing through the new media of. It is a means to an end whereby it not only generates buzz, but also provides ongoing, quantifiable brand benefits, such as increased awareness, peertopeer endorsement and. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. Information about the openaccess article internetinduced marketing techniques. 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 typically starts with the marketer creating some form of electronic content such as a video or a minisite, the aim of which is usually brandbuilding.
Viral internet marketing is not to be confused with ordinary online marketing. 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. As viral marketing is concerned, it refers to marketing techniques that use preexisting social. However, in a 2007 survey of marketing and advertising professionals by dynamic logic, half the respondents rated. 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.
Prior to the advent of the internet, however, this form of marketing was too disjointed to effectively benefit most advertisers. The impact of the effectiveness of a buzz marketing. Helm 2001 mentions that in 1998, viral marketing became the internet buzzword of the year, so the term is by no means a new approach to marketing. According to ha and perks 2005, viral advertising in snss and other media focuses either on brand experience or on brand activation.
Social media and its implications for viral marketing. This concept refers to the practice of a marketer creating an internet promotional vehicle to draw attention to a brand, most often in the form of an email or website address link that is distributed online by. The principle behind wordofmouth marketing is simple. Viral marketing franchises meet the man behind burger kings and popeyes viral marketing campaigns. Social media marketing is a new trend and rapidl y growing way in which businesses are reaching o ut to. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. This spring san francisco alone will see three conferences titled viral marketing, and thats not to mention the handful of books being written on the topic. Pdf on dec 9, 2002, h b klopper and others published viral marketing. Jul, 2010 to help you make sense of what are the key traits and components that create the conditions for a successful viral marketing campaign, this masternewmedia guide shares a highly curated selection of the best analysis, reports and published research on the web on the topic of viral marketing. After developing a definition of vm two models of infectious. Why are certain pieces of online content more viral than others.
Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. Viral marketing is a marketing technique that focuses on customers and users spreading information about a product or brand. Pdf viral marketing determinants of top online shop brands in. Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. This study mainly aims to investigate the impact of viral marketing dimensions, namely. Most comprise both viral peertopeer transmission and non viral firminitiated transmission components. Journal publications, case studies, research studies. Viral marketing and how to craft contagious content coursera. This selfpropagation occurs at an exponential rate therein lies the true impact of viral marketing. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content, and popularity. One of marketing strategies used by online store is viral marketing.
The impact of social networking websites to facilitate the. Pdf the existence of the internet starts to shifting the purchase as a. Recent international journal of research in marketing. Influence of viral marketing dimensions on customer satisfaction in. The authors thank the national science council, taiwan, r. Factors that lead videos to become internet phenomena by tyler west 77 rule out the possibility of common elements. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product.
Hardly a business plan comes through draper fisher jurvetsons door without some mention of a viral marketing strategy. Viral marketing, stripped down to its most basic definition, is a form of marketing that propagates itself. Lingley, r 1 mkt700111 the rise of viral marketing through the new media of social media. Viral marketing is the rapid sharing of an idea, a portion of this idea contains a marketing message about buying a product or service.
Journal of management and marketing research traditional and digital media, page 5 newspaper advertisements were more influential in 2008 compared to 2007 in both electronic and apparel purchases word of mouth influences, 2008. International journal of advance computer and science aplication. Jul 17, 2012 types of viral marketing 1 passlong 2 buzz marketing 3 incentive viral 4 undercover marketing 5 user managed database 8. Stealth marketing is also a most popular technique use in the guerilla marketing. Understanding how one can use viral marketing to produce a successful marketing campaign is the main goal of this article and to explore how the model functions when applied to viral marketing campaigns. Pdf viral marketing and consumer purchase behaviour. The rise of viral marketing through the new media of social media. However after them, many researchers used different terminology to explain what viral marketing. He viral marketing meme is hitting us from all directions.
International journal of advertising, 2010, 293 hypotheses established creative drivers enjoyment, involvement and branding we are not aware of other published studies that have identified creative determinants of viral video success. The evolution of viral marketing to improve business communication. It can be delivered by word of mouth or enhanced by the network effects of the internet and mobile networks. In this paper, an epidemiological model sir susceptibleinfectedrecovered to study the e ects of a viral marketing strategy is presented. Jun 01, 2014 few marketing campaigns purely are viral. This article takes a psychological approach to understanding diffusion. International journal of management and social sciences research ijmssr. Social network in marketing social media marketing. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social networking sites, youtube, and email communication formats. Most cited journal of interactive marketing articles elsevier. Viral marketing journal 2098 avalon dr nashville, tennessee 37210. It introduces or reinforces a marketing message while pushing a user to another profile or business site. Email service providers, such as gmail or hotmail, continue to develop new ways to prioritize messages with a very individual.
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. Traditional marketing focuses on consumer attitude information and mass marketing. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Journal of management and marketing research role of relationship marketing, page 2 1. Viral marketing is a powerful marketing tool with untapped potential. You must have seen that the featured books at are often on viral marketing. The effects of hubristic pride on negative wordofmouth. Chi 2011, 46 defines social media marketing as a connection between brands and consumers, while. Viral effects of social network and media on consumers.
Journal of computermediated communication, 1, article 1. Citescore values are based on citation counts in a given year e. 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. We strive to publish leadingedge, highquality and original research that presents results, methodologies, theories, concepts. The dynamics of viral marketing university of michigan. Find out the effects of viral marketing on y generations consumption attitudes 1. Pdf the impact of viral marketing through instagram. Impact of guerrilla marketing on consumer perception.
Case studies of successful viral marketing campaigns. Introduction with consumers showing increasing resistance to traditional forms of advertising such as tv or newspaper ads, marketers have turned to alternate strategies, including viral marketing. Viral in literal sense means anything which spreads fast across users. The main objective of this research is to investigate the factors that lead to information viral on social media. Using a unique dataset of all the new york times articles published over a three month period, the authors examine the link between integral affect i. All journal articles featured in journal of marketing management vol 36 issue 56. Pdf social media and its implications for viral marketing.
This research paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. As a result of this phenomenon and in an effort to use this viral spread of messages across social media, companies are increasingly making use of viral marketing. Email marketing 2012 will see a shift in the use of emailing as a tool of considered marketing power. The journal of interactive marketing aims to identify issues and frame ideas associated with the rapidly expanding field of interactive marketing, which includes both online and offline topics related to the analysis, targeting and service of individual customers. 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. Viral marketing one type of ewordofmouth marketing garnering much attention in the popular press is a technique called viral marketing. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Viral marketing journal training articles archives viral. Between doing ample research and looking at what others are doing, anyone trying to run an online business can learn more about how to market their company or themselves. Viral marketing journal viral marketing journal online. Viral marketing refers to a technique in marketing a product or a service where users help in spreading the advertisers message to other websites or the users create a scenario which can lead to multifold growth. Understanding how one can use viral marketing to produce a successful marketing. Contact us if you experience any difficulty logging in.
We distinguish the buzz online marketing which is also known as viral marketing. In the context of all viral marketing, dobele et al. The ingredients of effective viral marketing smart insights. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends. University of lahore islamabad campus pakistan abstracts purpose. This study will provide a better understanding on the concept of information viral on social media. The six simple principles of viral marketing practical. Viral marketing utilizes multiple social media formats, including. Information viral is a cultural phenomenon where information is spreading rapidly through the internet.
Journal publications, case studies, research studies, lingley, r 1 mkt700111 6. International journal of research in marketing elsevier. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. Jul 15, 2014 content marketing offers opportunities to do this through the range of content marketing formats we have available to us. Traditional and digital media advertising preference. Journal of business and design is a blog that focuses on topics of interest to designers, marcom managers and corporate executives. An empirical comparison seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. Social network marketing can be very advantageous for businesses. Issue 10 2012 marketing and flexibility debates past, present and future. Being relevant in email marketing, several principals apply.
Viral marketing is a marketing technique whereby the information about the companys goods or services is passed electronically from one internet use to another medium kusumadjaja, 2014. The rise of viral marketing through the new media of social media rebecca j. Abstract viral marketing is used to widely distribute content. Therefore, companies adopt this strategy to disrupt consumers via online, creating a digital hype to promote productservices. It is made a comparison between the disease parameters and the marketing application, and simulations using the matlab software are performed. Grumpy cats, children after a dental visit, stunts that would have been on americas funniest home videos, and katy perry videos. An analysis and implications for consumer behavior. Viral messages are playing an increasingly important role in influencing and shifting public opinion on corporate reputations, brands, and products as well as political parties and. The impact of social networking website to facilitate the effectiveness of viral marketing. Social marketing is a known term but not all the people know what it is exactly and what are the opportunities and risks from it. Pdf viral marketing is a form of marketing that occurs when buzz marketing. Pick some small number of people to seed your idea, product, or message. By doing this we will try to understand the different. Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is.
This paper examines one of the critical factors, namely internet users motivations to pass. When executed effectively, viral marketing campaigns can create an instantaneous buzz and. Viral marketing you can be learned about internet marketing. 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. Primarily in social sciences there is a long history of the research on the in. Fernando machado turned the fastfood giants into buzzy, relevant, alwaysonpoint brands. The concept is extending by the definition of viral marketing and how word of mouth. Viral marketing as part of marketing promotion mix exclusive e. Unfortunately, current metrics for assessing viral campaign performance seldom differentiate between these components, potentially overstating the true contribution made by the viral component. C for financial support under grant nsc 1022410h035038my2 1. Viral marketing journal understanding what is marketing. However, such studies have been typically limited to small networks and typically. Social network viral marketing marketing marketing strategy. International journal of research in marketing special.
A thesis presented to niels brock copenhagen international business. Social media is also building a business case for driving purchasing behaviour with research by edi 2008 showing that a majority of consumers. Viral marketing exploits existing social networks by encouraging customers to share product. Viral marketing has generated a lot of excitement recently, in part because it seems like the ultimate free lunch. Issue 78 2012 brand and corporate branding theory and emerging context. Viral marketing in 1997, juvertson and draper was developed the viral marketing by describe free email service for hotmail, they explain term. Motivations to forward online content viral marketing. The url web address for the electronic content is made available to internet users, who after viewing the content will decide whether they want to pass the url along to their. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause.
764 404 216 948 264 1378 1267 114 1611 1178 1371 18 62 1398 1114 347 906 403 963 426 504 911 866 444 1561 1194 537 831 1441 915 1283 1345 1492 1398 119 103 1254 70