Viral marketing dissertation pdf

Viral marketing of digital products using social media mba dissertation 1. Viral marketing dissertation pdf converter research paper writing methodology research essay parlement remaja masa apa page numbers dissertation meaning burning money experiment research paper montclair state university essay word limit common single parents stress management essays essay including references in cv. The term viral marketing is also used to refer to pejoratively stealth marketing the unscrupulous use of astroturfing online combined with below market advertising in malls seem spontaneous word of mouth enthusiasm to create. An exploratory study of social media marketing and. The research method of the thesis is a quantitative study, collected and analyzed by the author. Pdf the impact of viral marketing on corporate brand reputation. Kapil gupta viral marketing of digital products using social media dissertation presented for the degree of masters of business administration at the university of edinburgh business school, may 2011 acknowledgements i would like to thank my supervisor, tony kinder, for all of the help and guidance he has given me over the course of the project. Content marketing is, most of the time, mistaken with viral marketing or similar terms like buzz marketing or wordofmouth 2. The dynamics of viral marketing university of michigan.

There are a lot of advantages to using our company for your academic writing needs. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. I dedicate this thesis to my family, and especially. Song 2004 pointed out that many companies in order to survive even to develop, they try to make good use any way that can help them to enlarge their market share and build a strong brand. Indepth interviews with college undergraduates were used to explore the motivation to share content, specifically, videos found on.

International viral marketing campaign planning and evaluation. 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. Viral marketing master dissertation examples writing a. Traditional and digital media advertising preference.

Diner business plans what is the methodology in a research paper apparel company business plan cattle farming business plan example assign a drive letter to a usb device dissertation on digital marketing uk master degree kingston university dissertation binding kinkos near me kannada essay pdf file prabandhagalu essay gujarati gana video bewafa. In fact, this research seeks to draw connections between elements such as a videos presentation, runtime, content, and popularity. The new wave of viral marketing has become the defining marketing trend of the decade ferguson, 2008. The track concerning the first use of viral marketing term directs to the two people connected with the harvard business school. Viral marketing and content forwarding on social media. The dynamics of viral marketing carnegie mellon school. Analysis of viral marketing campaign for ebay marketing essay.

These years, the competitions among companies become more and more furious. The authors have come to the conclusion that viral marketing does have an effect on brand awareness, but to different extend for different smes. This dissertation seeks to explore the use of viral marketing on the internet, and assesses its effectiveness, in terms of generating potential sales and increasing brand awareness. Viral marketing can be thought of as a diffusion of information about the product and its adoption over the network. Searching for explanation of events, phenomena, relationships and causes what, how and why things occur are there interactions. Dissertation or thesis carolina digital repository. This thesis will contribute to building a theoretical and empirical foundation for viral marketing. A study of marketing and online marketing tools which. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups.

Marketing dissertations dissertation topics dissertation. This project is all about the desire for control, degree of controllability in online advertisements. A process planned and managed to make the information generated credible the process is creative it is circular always leads to more questions research is methodology n. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. 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. 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. This thesis set out to answer three research questions that deal with campaign. Outlining the key factors behind viral content creation supervisor arcada. Contentsbased marketing activities are already being implemented around the world for years. Although published research is limited due to its modernity, there is positive evidence that social media is effective in health behaviour. Viral marketing and content forwarding on social media core.

Viral marketing of digital products using social media. This bachelors thesis examines the topic of viral marketing by focusing on viral content creation. 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. Nowadays, viral marketing is included in the group of techniques called word of mouth marketing womm fig. 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. Patriya tansuhaj building on international business, strategic management, and marketing literature, this dissertation advances prior knowledge on globalization and business by analyzing different. 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. Tim drapner the graduate of that school and jeffrey rayport its lecturer 10. The field that developed around this notion peaked in popularity in the 1990s wikipedia, 2015. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. Free marketing dissertation samples and examples list. Factors that lead videos to become internet phenomena by tyler west 77 rule out the possibility of common elements. This has developed more and more over the last few years with the increase of social media on internet.

Aug 14, 2012 among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. Lastly, there is viral marketing, which is the word of mouth used online. Research methodology universiti teknologi malaysia. Patil university, navi mumbai, department of business management in partial fulfillment. 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. Ethnographic data collection in evaluation research paper. How does a commercial affect consumers to create a network viral marketing campaign. Whether you need basic viral marketing research at masterlevel, or complicated research at doctorallevel, we can begin assisting you today. Content marketing, online content, social media marketing, internet marketing. Viral marketing a new brand strategy to influence consumers, thesis. Our office is not open for facetoface meetings however our support agents are still here to help you 247. 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 rise of viral marketing through the new media of social media rebecca j. This paper seeks to find the significant impact of the guerrilla marketing on the consumers buying behaviour.

Pdf the study aims to examine the effects of viral marketing on. 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. An dissertation examples on marketing is a prosaic composition of a small volume and free composition, expressing individual impressions and thoughts on a specific occasion or issue and obviously not claiming a definitive or exhaustive interpretation of the subject. The rationale behind the wording of the term viral marketing has been explained in a way that the effects of this form of marketing is like a virus one person does it, then another and another until the word has spread across entire communities frith and mueller, 2010, p. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends.

You investigate key theoretical and substantive debates in the critical study of advertising, marketing and. Primarily in social sciences there is a long history of the research on the in. Many marketing academics and practitioners use the terms ewom and viral marketing interchangeably. Through this chapter, your studys validity is judged. Social media marketing, according to mcclure 2009, is more than just a buzzword. We will email your chosen dissertation in pdf format within 24 hours. Viral marketing of digital products using social media mba. Marketing dissertations social media media campaigns. Stealth marketing is also a most popular technique use in the guerrilla marketing. Patil university, school of management, navi mumbai, in partial fulfillment of the. In some smes the increased brand awareness is more clear and can be seen immediately, such as increased sales, increased frequency on the webpage and billions of viewers on their video.

The rise of viral marketing through the new media of social media. Investigating eservicescape, trust, ewom, and customer. A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. 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. In this paper we research the phenomenon brand awareness and brand association affected by viral marketing. The purpose of this study was to gain insight into the attitudes of consumers towards viral marketing. Viral marketing has been associated with the popularisation of the notion that ideas spread like viruses. Finally, chapter four will discuss the implications of the analysed. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. Viral marketing dissertation pdf writer i help to study. 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. A study of marketing and online marketing tools which improve.

When executed effectively, viral marketing campaigns can create an instantaneous buzz and. Viral marketing facebook, youtube, twitter facebook youtube twitter 3 methodology research questions research model research philosophy relating research philosophy with approach and methods research strategy. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause. Media critic, doug rushkoff, was one of the first to write about viral marketing on the internet. Today it is a way of life and a huge part of peoples lifestyles, due to the rise in online communities where. How does a commercial affect consumers to create a. Marketing dissertation writing from expertsdissertation on marketing.

Pdf social media and its implications for viral marketing. This study intends to illustrate the benefits and challenges of viral marketing. Furthermore, the work analyzes rules and features of viral marketing in order to help in creating future potential viral marketing campaigns. Furthermore the thesis examines findings from questionnaire filled with y generation. Pdf this paper reports on the impact of viral marketing on corporate brand reputation. Our dissertation or thesis will be completely unique, providing you with a solid foundation of viral marketing research. Among innovative forms of marketing viral marketing is attracting increased level of attention from both, business researchers and practitioners. A thesis presented to niels brock copenhagen international business.

The effects of globalization on marketing strategy and performance abstract by amonrat thoumrungroje, ph. This paper aims to be one of the first academic researches to. 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. Jun 22, 20 the rationale behind the wording of the term viral marketing has been explained in a way that the effects of this form of marketing is like a virus one person does it, then another and another until the word has spread across entire communities frith and mueller, 2010, p. This dissertation explores the extensive literature on the topic of branding, and social media marketing tools and strategies, using models such as the big five as a foundation for understanding how consumers perceive the identity of brands. This bachelors thesis examines the topic of viral marketing by focusing on viral. 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. An exploratory study of social media marketing and traditional media in the irish fashion industry. Pdf viral marketing and consumer purchase behaviour. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social networking sites, youtube, and email communication. The rise of viral marketing through the new media of. An effective way to stimulate viral marketing is for a company to publish something that users want to share with their friends because those will find it interesting or fun.