In particular, we use a largescale field experiment conducted in collaboration with a viral marketing firm and a cosmetics company to address the following research questions. 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. That means in one way or another, people are connectedto online video, and thankfully, video is oneof the best marketing tactics, especially with. As berthon, ewing and napoli 2008 also stated in their work that the brand awareness literature has focused almost only on big, mul. Viral marketing or electronic wordofmouth advertising. Viral pdf ebooks turn your pdf documents into a viral. Types of viral marketing 1 passlong 2 buzzmarketing 3 incentive viral 4 undercovermarketing 5 user managed database 8. Word of mouth marketing for your certification program presentation for. The rise of viral marketing through the new media of social media rebecca j. Currently the model simply measures how fast a virus spreads on a network, but does not take into account how fast it is spread to each individual node which is one way to calculate the net present value npv of a strategy.
From the ground floor what exactly is viral marketing. History of viral marketing peaked popularity in the 1990s. We at guttulus have created a few tips that can help you get started in. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. 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. He viral marketing meme is hitting us from all directions. Even with the best idea, offer, widget, or product in the world, without distribution there is very little chance a. If youve been publishing on the internet for any time, you know that the true power of ebooks comes from adding a single viral element you need to make the ebook rebrandable.
Viral marketing can be thought of as a diffusion of information about the product and its adoption over the network. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Viral marketing utilizes multiple social media formats, including but not limited to blogs, social networking sites, youtube, and email communication. Viral marketing more than a buzzword kyongsei sohn suny, brockport john t. Weaver suny, brockport the goal of the study is to formalize the concept of viral marketing vm as a close derivative of contagion models from epidemiology. Viral marketing and content forwarding on social media outlining the key elements behind successful viral content. Viral marketing, as one the leading marketing instruments through internet, can be explained as the marketing of ideas or products from one person to another by spreading like a virus in a planned way as a part of word of mouth marketing following technological developments. On sites like youtube alone, almost five billion videosare watched, and thats every single day. Viral marketing is a method of advertising that encourages others to spread the message about your product like a virus. And that all depends on the product or service that you want to be associated with the viral video. Hardly a business plan comes through draper fisher jurvetsons door without some mention of a viral marketing strategy.
The study examines in detail the two common mathematical models. The rise of viral marketing through the new media of. The main focus, so far in the academic literature, has been mostly on the impact of viral marketing on the brand awareness of large organizations. Viral marketing, wordofmouth, ecommerce, long tail, recom mender. The dynamics of viral marketing carnegie mellon school. The term was later popularized by tim draper and steve jurvetson of the venture capital firm draper fisher jurvetson in 1997 to describe hotmails email practice of appending advertising for itself in outgoing mail from their users.
This means more people will be exposed to your message, thereby increasing potential business. Buzz marketing viral marketing community marketing evangelisthub marketing brand blogging. 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. Viral marketing and its implications for ecommerce.
That means, you let your readers change all or parts of the affiliatelinks in it, giving them a great incentive to further distribute your ebooks. Distribution is the key to viral marketing that is most often overlooked. Viral marketing is also a key necessity to assess the effectiveness of viral marketing in achieving advertising goals and to achieve the rebranding of products and services for companies. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. Examining consumer responses and motivations to pass along email article pdf available in journal of advertising research 4404. A buzz marketing advertising agency is holding free webinars and giving free reports to entrepreneurs to teach them the methods of viral advertising and social marketing to improve their business. Viral marketing a marketing technique that focuses on internet marketing and the. You must have seen that the featured books at are often on viral marketing.
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. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. The term viral marketing was coined by a harvard business school graduate, tim draper. The dynamics of viral marketing cmu school of computer science. Outlining the key factors behind successful viral content. Encyclopedia of ecommerce development, implementation, and management. It will always be a hitormiss proposition, but with meaningful metrics put into place before beginning the campaign, youll be able to know if this is. Viral marketing is a style of promotion that relies on an audience to generate the message of a product or service. Viral marketing and content forwarding on social media. The idea behind viral marketing is to inspire people to spread your message for you. Creating a viral marketing campaign may be difficult, but it is not impossible.
As viral marketing is a form of social marketing it can be manipulated to sell a product to consumers who do not realise they are being marketed tothis is stealth marketing. The origin of the term viral marketing is attributed to articles published in the 90s, when the internet was starting to. It has also become the desirable object of businesses looking to capitalize on the benefits that accompany word of mouth advertising, sharing, and brand evangelism. 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 has become a popular buzzword in the era of youtube videos and social networking. The dynamics of viral marketing stanford university. The internet is a great place for people to connect,and one of the best forms of connection is through video. It can be delivered by word of mouth or enhanced by the network effects of the internet and. Primarily in social sciences there is a long history of the research on the in. What is viral marketing and does it actually work in 2020. 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.
Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause. Marketers can misrepresent the source of a message to represent the viewpoint of an independent individual when a marketing company is the actual source. Viral marketing is viral marketing the future of commercial advertising. Viral marketing meaning in the cambridge english dictionary. Viral marketing every business owner and marketer has a dream of creating a marketing campaign that goes viral. Marketing is considered viral when it reaches the point where its being shared by the public at large rather than just its target audience. Free email services such as hotmail and yahoo had very fast adoption curves because every email sent through them contained an advertisement for the service. Its been estimated that a successful viral campaign can have 500 times more impact than a. Intelligent viral marketing algorithm over online social. Social media and its implications for viral marketing. The new wave of viral marketing has become the defining marketing trend of the decade ferguson, 2008. When executed effectively, viral marketing campaigns can create an instantaneous buzz and.
87 659 554 522 1216 1457 625 1343 1454 666 372 1282 312 895 506 223 362 1545 194 253 817 544 965 124 1259 1072 355 1023 664 14 183 1382 915 1055 951 368 292 597 886 81 1308 1272