Viral marketing utilizes multiple social media formats, including. The impact of the effectiveness of a buzz marketing. While in the first case the quality of the offer determines the viral effect, the latter. The dynamics of viral marketing 3 recommendations that one receives from a friend or relative. Management information system high impact list of articles ppts journals 2237. The most downloaded articles from international journal of research in marketing in the last 90 days. Creative determinants of viral video viewing data sources viral viewing data youtube has been at the heart of the growth in viral video in recent years, and is the data source we used to represent viral viewing. Fourth we empirically test the role of relationship marketing. Pdf viral marketing and consumer purchase behaviour. The journal of interactive marketing aims to identify issues and frame ideas associated with the. It brings together in a single journal important issues in this rapidly expanding specialty. Three research questions were raised in this study to investigate the awareness, utilization and impact of viral marketing on the performance. This paper examines one of the critical factors, namely internet users motivations to pass along online content.
It is human nature to be more interested in what a friend buys than what an anonymous person buys, to. This research examined the awareness, utilization and impact of viral marketing on the performance rate and global competitiveness of msmes in suburban area of edo state, ekpoma and uromi. International journal of business and social science vol. Unfortunately, current metrics for assessing viralcampaign performance seldom differentiate between these components, potentially overstating the true contribution made by the viral component.
The article influence score is calculated by dividing the eigenfactor score by the number of articles published in the journal over a five year period, and normalizing the scores against the volume of articles published by other jcr journals over a five year period such that the average score is 1. 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. Social media is allowing experiential marketing to soar to new heights. Among internet users surveyed, 63% declares a negative attitude towards. 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. The impact of psychological identification with homename stocks on investor behavior. One of the innovative ways of marketing is the viral marketing lu et al. Considering the viral marketing capabilities to increase customer awareness of our products and services can be concluded that there can be significant benefits to be gained from viral marketing. A thesis presented to niels brock copenhagen international business.
Pdf the impact of viral marketing on corporate brand reputation. Social media presence, interactivity, and responsiveness, and their impact on b2b relationships. 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. Impact factor abstracting and indexing editorial board guide for authors p. Viral marketing, stripped down to its most basic definition, is a form of marketing that propagates itself. May 20 169 some time consumers purchase the product in store that is more. International journal of research in tourism and hospitality ijrth. Jun 01, 2014 few marketing campaigns purely are viral. Impact of marketing strategy on business performance a study. Exploring the concept of mobile viral marketing through case study. Traditional and digital media advertising preference. Impact of viral marketing on decision making process of.
Role of relationship marketing in competitive marketing. Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. 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. Ludlow hospital refuses demeaning fancy dress donation bbc news august 29, 2017 a letter to peter corfield, chair of ludlow hospital league of friends, from ms ditheridge and chair of the trust maisie williams and sophie turner are the cutest on carpool karaoke august 29, 2017 internet sleuths are questioning claims that joel osteens megachurch is too flooded for harvey. Many of the social media sites are most popular on the web. Influence of viral marketing dimensions on customer satisfaction in. 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. Importance of brand awareness and brand loyalty in. Journal of the academy of marketing science, volume 47. A total of 159 questionnaires were distributed over several fast food restaurants in jordan, particularly in. 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. Some social media sites have transformed the way where people communicate and socialize on the web.
Unfortunately, current metrics for assessing viral campaign performance seldom differentiate between these components, potentially overstating the true contribution made by the viral component. International journal of research in marketing, 25, 151163. This research paper emphasizes on the strategies which can take this viral marketing mode beyond the normal social media at present. The rise of viral marketing through the new media of social media. Dan zarella, a social media scientist, says that viral marketing is a strategy by which a marketer creates a campaign focused around the goal spontaneously spread it by sending it to friends. Journal of management and marketing research role of relationship marketing in competitive marketing strategy. Impact of guerrilla marketing on consumer perception. However, experiential marketing also relies heavily on viral marketing. In the case of viral marketing, we can define the investment as a placement of the viral. Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced. Their influence in a proenvironmental social advertising. Viral marketing, sometimes described as word of mouse publicity, is a tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat.
Third we conceptualize the role of relationship marketing to competitive marketing strategy. Most comprise both viral peertopeer transmission and nonviral firminitiated transmission components. This paper reports on the impact of viral marketing on corporate brand reputation. Chi 2011, 46 defines social media marketing as a connection between brands and consumers, while. 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. Journal of business and design is a blog that focuses on topics of interest to designers, marcom managers and corporate executives. Most comprise both viral peertopeer transmission and non viral firminitiated transmission components. The impact of social networking websites to facilitate the. Taken together, these findings shed light on why people share content and how to design more effective viral marketing campaigns. The rise of viral marketing through the new media of. In the context of email viral marketing, phelps et al. Citescore values are based on citation counts in a given year e. Viral marketing journal 2098 avalon dr nashville, tennessee 37210.
The implications of this study include issues related to viral marketing practice. Investigating the impact of viral message appeal and message. The dynamics of viral marketing university of michigan. Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. Word of mouth and its impact on marketing fatima naz department of business studies, kinnaird college for women lahore 93jail road lahore, pakistan abstract as. Second we lay out the framework of competitive marketing strategy and delineate the position of relationships. Impact of internet on marketing research marketing research has been around for a very long time.
Description impact factor abstracting and indexing editorial board guide for authors p. The empirical data was collected through three interviews with the ceos and. International journal of computer applications technology and research volume 5 issue 2, 71 75, 2016, issn. An analysis of viral marketing presents the framework for positive perceptions of. Iosr journal of business and management iosrjbm eissn. This study mainly aims to investigate the impact of viral marketing dimensions, namely, promotion, brand awareness, trust and brand association on customer satisfaction in fast food restaurants in jordan. When executed properly, this online marketing phenomenon can bring scores of visitors to your business. Taken together, these findings shed light on why people share content and how to. Placing a hand in the fire assessing the impact of a youtube experiential learning project on viral marketing knowledge acquisition.
Pdf the impact of viral marketing on corporate brand. Viral marketing is increasingly being recognized as an important way for firms to spur the trial, use and adoption of. Social media its impact with positive and negative aspects. Investigating the impact of viral message appeal and. The impacts of viral marketing on vietnamese travelers. Viral marketing journal viral marketing journal online. Mai ngoc khuong and tran thi tuyet thanh the impacts of viral marketing on vietnamese travelers. In the study, first we examine the nature of relationship marketing.
Abstract viral marketing is used to widely distribute content. The internet era and its potential internet formerly a niche and exclusive medium, today constitutes an inseparable element of our reality. Pdf this paper reports on the impact of viral marketing on corporate brand. Impact of marketing strategy on business performance a study of selected small and medium enterprises smes in oluyole local government, ibadan, nigeria. The manuscripts public access posting on pmc will occur 12 months after final publication. Over time, the definition of viral marketing has become more complicated because the use of the internet expands exponentially. The name of experiential marketing gives it all away. In the context of all viral marketing, dobele et al. The researcher used a questionnaire survey to elicit data from the participants. Viral marketing viral marketing an eyerolling presidential election. The main goal is to create infectious, viral messages that appeal to their target market with high snp social networking potential that can easily spread through individuals. In order to assist our authors who have nih funding to comply with this policy, mary ann liebert, inc. Word of mouth and its impact on marketing fatima naz department of business studies, kinnaird college for women lahore 93jail road lahore, pakistan. It comes in many different forms and has been used in different ways throughout the years, but is really meant for one thing.
Pdf influence of viral marketing dimensions on customer. O department of marketing the polytechnic, ibadan tel. An analysis of viral marketing presents the framework for positive perceptions of this developing trend. Youtube and the impact of viral marketing 1stwebdesigner. Traditional marketing focuses on consumer attitude information and mass marketing. The study aims to examine the effects of viral marketing on consumers purchasing.
Assistant professor,shri vaishnavinstitute of management, indore, india. Viral in literal sense means anything which spreads fast across users. Viral marketing journal impact of internet on marketing. Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer prof. 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. International journal of scientific and research publications, volume 4, issue 1, january 2014 1 issn 22503153. The marketing is an innovative process to influence the purchase behaviors of the consumers. The study aimed to analyse and evaluate the use of viral. The new wave of viral marketing has become the defining marketing trend of the decade ferguson, 2008.
Pdf placing a hand in the fire assessing the impact of a. Social networking sites render the opportunity for. As berthon, ewing and napoli 2008 also stated in their work that the brand awareness literature has focused almost only on big, mul. We strive to publish leadingedge, highquality and original research that. Jain 20 12 concluded that viral marketing was a wordofmouth. Therefore, understanding the impact of viral marketing on consumer brand. Despite the increasing popularity of viral marketing, factors critical to such a new communication medium remain largely unknown. The decision making process of the consumers can be influenced by viral marketing.
Pdf this paper reports on the impact of viral marketing on corporate brand reputation. Assistant professor, gujrati innovative college of commerce and science, indore, india abstract viral marketing is a marketing technique in which. 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. European journal of marketing available volumes and issues. Viral marketing is a marketing technique whereby information about a companys goods or services is passed electronically from one internet use to another.
Three research questions were raised in this study to investigate the awareness, utilization and impact of viral marketing on the performance rate and global competitiveness of msmes in sub. When executed effectively, viral marketing campaigns can create an instantaneous buzz and. Their influence in a proenvironmental social advertising context journal of social marketing vol. It is encouraging advertisers to adopt this mode of communication, to convince the specificity of buzz marketing, show interest and try to analyze its relevance. This new online environment is conducive to a new form of marketing communication commonly referred to as viral marketing. In addition to that, viral marketing through instagram helps to expose more. International journal of research in marketing elsevier. Pdf in this modern day, viral marketing is one of the trends for marketers to. The tie strength, and perceptual affinity are significant elements of. Jan 09, 2015 viral marketing often comes in the form of videos, but they also come in games, software, images or messages. This study mainly aims to investigate the impact of viral marketing dimensions, namely. 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.
We strive to publish leadingedge, highquality and original research that presents results, methodologies, theories, concepts. Studying the impact of viral marketing on choosing tourism and hospitality. Importance of brand awareness and brand loyalty in assessing. Moreover, in this paper we will stretch out the three most important factors that impact the success of viral advertising.
The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of. Factors affecting the success of viral marketing an. 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. Global journal of management and business research. For example, wom has a greater impact on purchase intent and a higher probability. Ads in the form of youtube videos are often called viral ads, especially when they gather millions of views, and are part of a viral marketing campaign. Impact of marketing strategy on business performance a.