Relevant bibliographies by topics / Advertising Viral marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Advertising Viral marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Advertising Viral marketing"

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Ramadhani, Ghina. "Viral Marketing." IMOVICCON Conference Proceeding 1, no. 1 (2019): 123–30. http://dx.doi.org/10.37312/imoviccon.v1i1.14.

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Increasing use of the internet by millennials is a phenomenon that needs to be adapted to. The advertising-marketing world is no exception. Responds to the phenomenon has been varying, for example there’s a new category for advertising media besides Above The Line and Below The Line; Through The Line Media. Through The Line occurred to define internet media which has the quality of both above the line and below the line medias. Another form of adaptation to this situation exists in the form of marketing strategies; that is viral marketing. Viral marketing is a strategy that is only relevant in
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Aslay, Cigdem, Wei Lu, Francesco Bonchi, Amit Goyal, and Laks V. S. Lakshmanan. "Viral marketing meets social advertising." Proceedings of the VLDB Endowment 8, no. 7 (2015): 814–25. http://dx.doi.org/10.14778/2752939.2752950.

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Uchevatkin, A., and V. Smirnov. "Viral Marketing and Its Creation." Bulletin of Science and Practice 6, no. 1 (2020): 270–73. http://dx.doi.org/10.33619/2414-2948/50/31.

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The article deals with theoretical and practical aspects of viral marketing. Based on the analysis of theoretical material, as well as practical knowledge about this topic, a number of measures for the development and creation of viral advertising were proposed.
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A, Arockia Jeyasheela, and Dr S. Chandramohan. "Techniques of Viral Marketing." Restaurant Business 118, no. 6 (2019): 97–99. http://dx.doi.org/10.26643/rb.v118i6.7660.

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This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral market
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Esther Silvia and S. Rabiyathul Basariya. "Viral Marketing – Strategies For Business Promotion." GIS Business 15, no. 1 (2020): 1–9. http://dx.doi.org/10.26643/gis.v15i1.17183.

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Viral advertising utilizes electronic interchanges to trigger brand messages all through a far reaching system of purchasers. The procedure is regularly depicted as an arbitrary ground-up wonder over which advertisers have little control. In any case, an examination of fruitful viral showcasing cases distinguishes various procedures supporting this disordered wonder, giving knowledge into how advertisers can utilize it to position their brands, change their picture, and increment selection rates. With the development and advancement of the Web, electronic associate - to – peer referrals have t
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Alsamydai, Mahmood Jasim. "The Trust of Viral Advertising Messages and Its Impact on Attitude and Behaviour Intentions of Consumers." International Journal of Marketing Studies 8, no. 5 (2016): 136. http://dx.doi.org/10.5539/ijms.v8n5p136.

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<p>The purpose of this paper is to contribute to the growing body of research on viral advertising messages which is based on viral marketing, while concentrating on trust of viral advertising messages and its effect on attitude and consumer behavior intention. To achieve the objectives of this study, we used marketing technology and techniques specific to viral marketing. The implementation of the study depended on a questionnaire (with 27 items) used to collect the required data from 305 customers. The information collected was based on a primary exploration study with the purpose of c
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Wendt, Lars Michael, Joachim Griesbaum, and Ralph Kölle. "Product advertising and viral stealth marketing in online videos." Aslib Journal of Information Management 68, no. 3 (2016): 250–64. http://dx.doi.org/10.1108/ajim-11-2015-0174.

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Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture
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Czepiec, Helena, Frank Bryant, Juanita Roxas, and Debbora Whitson. "Teaching Students how to Create Viral Advertising/Marketing: A Case Study." Journal of Advertising Education 16, no. 1 (2012): 37–44. http://dx.doi.org/10.1177/109804821201600107.

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Raghubansie, Antonius, Hatem El-Gohary, and Chandrani Samaradivakara. "An Investigation of the Evaluation of the Viral Marketing Research." International Journal of Online Marketing 3, no. 4 (2013): 1–27. http://dx.doi.org/10.4018/ijom.2013100101.

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This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contribution
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Sharma, Rishi Raj, and Balpreet Kaur. "Modeling the Elements and Effects of Global Viral Advertising Content: A Cross-cultural Framework." Vision: The Journal of Business Perspective 22, no. 1 (2018): 1–10. http://dx.doi.org/10.1177/0972262917750225.

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With advancements in information and communication technology, a lot of changes have come in the way the products are being promoted by the marketers across the globe. Viral marketing incites the consumers to disseminate marketing content through various modes and one of which includes viral advertisements. The study analysed the content of global advertisements to explore the dominating factors in the ad content which makes them viral across the globe. Survey was conducted online among the respondents of Indian and American origin for measuring the effectiveness of the dominating elements on
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Dissertations / Theses on the topic "Advertising Viral marketing"

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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.

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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, an
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Kulp, Steven C. Sweeney John. "Advertising amongst ourselves a qualitative study of viewer attitudes towards viral marketing /." Chapel Hill, N.C. : University of North Carolina at Chapel Hill, 2007. http://dc.lib.unc.edu/u?/etd,876.

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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2007.<br>Title from electronic title page (viewed Dec. 18, 2007). "... in partial fulfillment of the requirements for the degree of Master of Arts in the School of Journalism and Mass Communication." Discipline: Journalism and Mass Communication; Department/School: Journalism and Mass Communication, School of.
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Stephansen, Kari. "Diffusion of viral marketing into the world of public relations." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5715.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 15, 2008) Includes bibliographical references.
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Peters, Sara Jean. "Get in the game the effects of game-product and product placement proximity on game players' processing of brands embedded advergames /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5756.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Includes bibliographical references.
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Gustafsson, Maria, and Johanna Grönvall. "”Advertising Nouveau” : en studie om okonventionell marknadsföring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18112.

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Företag inom modebranschen står i dag inför en ökande konkurrenssituation. På grund av globaliseringen och interaktionen mellan kunder över internet, är konsumenterna idag mer medvetna än tidigare. Den största faktorn bakom den nya medvetenheten är den generation av unga människor som växt upp i en digitaliserad värld, benämnd som Generation Y. Företag får kämpa för att få konsumenternas uppmärksamhet och situationen beskrivs som ett marknadsföringskrig. Många marknadsförare misslyckas med att nå fram till konsumenterna med traditionella marknadsföringsverktyg som; reklam, PR, direktmarknadsfö
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Sivera, Bello Silvia. "Marketing viral: claves creativas de la viralidad publicitaria." Doctoral thesis, Universitat Ramon Llull, 2014. http://hdl.handle.net/10803/247406.

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L'objectiu principal d'aquesta tesi doctoral és detectar si existeixen claus creatives comunes en els vídeos publicitaris virals que constitueixin un detonant per al seu contagi entre els usuaris de les xarxes socials digitals. S'inicia amb un estudi diagnòstic de la literatura existent sobre el tema per aclarir conceptes, resoldre confusions terminològiques i distingir diferències entre el màrqueting viral, la publicitat viral o la publicitat boca a orella, entre d’altres. A continuació, s'estudia un marc conceptual reticular, en el qual es connecten els fonaments del màrqueting, de la com
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Granlund, Cajsa, and Lisa Prick. "A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75458.

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The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or n
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Hoarau, Anne-Gabrielle, Lara Gendre, and Victor Ricard. "Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39918.

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Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial.   Method:          As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of
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Jansson, Carl Oscar, Jens Myhrman, and Michael Nordström. "Successful Branding in Covert Virals : Communication Strategy and Communication Channel Synergy." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15676.

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Purpose: The purpose of this study is to see what implications the new communication channel of Covert Virals has on acknowledged communication strategies and whether or not these strategies are still viable within Covert Virals.   Background: The term Covert Viral has been given to pieces of advertisement, spread through the medium of electronic word of mouth over social networks, which are designed to look user made. With the defense mechanisms towards traditional advertisements in mind, and the extensive growth of the social networks, it is of high interest to understand how traditional bra
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Tuč, David. "Návrh komunikační strategie (pro konkrétní firmu, organizaci)." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221618.

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The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.
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Books on the topic "Advertising Viral marketing"

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Haydon, John. Facebook marketing for dummies. 5th ed. For Dummies, 2015.

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The referral engine: Teaching your business how to market itself. Portfolio, 2010.

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Scott, David Meerman. World wide rave: Creating triggers that get millions of people to spread your ideas and share your stories. John Wiley & Sons, 2009.

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World wide rave: Creating triggers that get millions of people to spread your ideas and share your stories. John Wiley & Sons, 2009.

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John, Butman, ed. Grapevine: The new art of word-of-mouth marketing. Portfolio, 2005.

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Balter, Dave. Grapevine. Penguin Group USA, Inc., 2008.

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Marsden, Paul, and Justin Kirby. Connected Marketing. Taylor & Francis Group, 2016.

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Justin, Kirby, and Marsden Paul, eds. Connected marketing: The viral, buzz and word of mouth revolution. Butterworth-Heinemann, 2006.

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Black ops advertising: Native ads, content marketing, and the covert world of the digital sell. 2016.

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Haydon, John, Richard Krueger, and Paul Dunay. Facebook Marketing for Dummies. Wiley & Sons, Incorporated, John, 2012.

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Book chapters on the topic "Advertising Viral marketing"

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Brudermann, Thomas, and Thomas Fenzl. "Agent-Based Modelling: A New Approach in Viral Marketing Research." In Advances in Advertising Research (Vol. 1). Gabler, 2010. http://dx.doi.org/10.1007/978-3-8349-6006-1_26.

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van der Graaf, Shenja. "Viral Experiences." In Contemporary Research in E-Marketing, Volume 1. IGI Global, 2005. http://dx.doi.org/10.4018/978-1-59140-372-2.ch008.

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This chapter signals the implications of a shift in production and distribution practices of online advertising in an age of computer network-facilitated participation. It explores online entertainment forms such as games and films that are increasingly being used as an integral part of online advertising strategies to promote goods and services to potential consumers. These “advertainments,” as they are often referred to, exemplify the linkage of commercial goals with cultural texts through creating engaging experiences, initiated by commercial corporations for solid reasons of promotion and profit, enabled by computer networks, and given form by various members of the public.
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Petrescu, Maria. "Viral Advertising and the Implications of Social Media." In Marketing and Consumer Behavior. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch061.

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Given the estimated online advertising market in the United States of around 4 billion dollars and the current proliferation of social media Websites, this study focuses on reviewing the key theoretical and practical aspects related to viral advertising. It includes an overview of different aspects related to the nature, characteristics, and evaluation of viral advertising, especially focusing on what makes advertisements viral. After a review of the term viral advertising, the author discusses the key characteristics of viral ads, including the most used viral advertising appeals—humor and sexual—and also including a section regarding the importance of the message source on consumers' reaction towards an advertisement. The study also provides a discussion about consumer-generated advertising, a modern online advertising feature that leads to increased interaction and involvement from consumers. The last part of this chapter focuses on the monitoring and evaluating viral ads outcomes by using both traditional and social media specific advertising measures. The author also presents a few ideas related to future research directions and information that might prove useful for advertising research and practice.
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Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2373-4.ch010.

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Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz &amp; Fill, 2008).
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Yakin, Mehmet. "Postmodern Discourse in Digital Advertising." In Handbook of Research on New Media Applications in Public Relations and Advertising. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3201-0.ch011.

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In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic “Buy it!” expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of “Deneysel bankacılık,” the use of postmodern marketing in digital advertising will be evaluated.
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Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch073.

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Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz &amp; Fill, 2008).
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Raghubansie, Antonius, Hatem El-Gohary, and Chandrani Samaradivakara. "An Investigation of the Evaluation of the Viral Marketing Research." In Marketing and Consumer Behavior. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch010.

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This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contributions and categorises the published literature according to their objectives, analytical approaches and their contributions to theory. The literature addresses many subjects of study (e.g. E-Marketing, E-Word of Mouth, Social Media, Peer-to-Peer Communications, Viral Marketing, Buzz Marketing, Stealth Marketing, Viral Advertising, Viral Videos and other aligned research areas). The findings illustrated that there are various gaps in the literature that require further investigation. Based on the findings, it is evident that the existing frameworks arising from the literature should be enhanced by the adoption of qualitative approaches that explore how general observations respond to contingent factors.
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Turgut, Hasan. "Violence Narration in Digital Advertising." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2373-4.ch013.

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Human beings exist through creating narratives. In this process of existing, number one narrative is violence. Today, considering that media is included in the process of producing meaning as a means of reaching information, the significance of knowledge and experiences the human beings obtain via media should be mentioned. In this process of building meaning, violence narrative is involved in the content of many visual texts from the news, the movies to commercials. Even if media doesn't cause tendency to violence directly, it plays an important role in getting used to violence and internalizing it. In addition to this, expecting the media to give up violence narration seems like a naïve solution regarding the commercial value of it. In this context, questioning the ethics of the connection between media and violence is necessary. In this study, it is aimed to question the ethics of violence narration based on the exemplary advertisements in the commercials on television and viral advertising.
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Baruh, Lemi. "Social Media Marketing Web X.0 of Opportunities." In Social Computing. IGI Global, 2010. http://dx.doi.org/10.4018/978-1-60566-984-7.ch150.

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In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.
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Ulker-Demirel, Elif. "Development of Digital Communication Technologies and the New Media." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch015.

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From day to day, an ever-changing and differentiated technological structure has played an essential role in the change of relations between businesses, people, and society in general. Along with the technological innovations being a part of everyday life, besides the traditional communication tools used, many different mechanisms have become a necessity in our lives. However, this change has become a focal point for brands in the way of communicating with their target consumers. In addition to the use of traditional communication tools such as television, radio, and print media, many different aspects of advertising, along with the power of the internet and social media, exist in various forms such as mobile advertising, location-based services, advergames, blogs, online content, viral advertising, and virtual reality. At this point, it is aimed to examine the transformation of communication tools from Web 1.0 to Web 3.0 and to focus new media tools.
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Conference papers on the topic "Advertising Viral marketing"

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Negahban, Ashkan. "A hybrid simulation framework for the newsvendor problem with advertising and viral marketing." In 2013 Winter Simulation Conference - (WSC 2013). IEEE, 2013. http://dx.doi.org/10.1109/wsc.2013.6721544.

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very s
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Choi, Dongwon, Hyejin Bang, Bartosz W. Wojdynski, et al. "WHEN DO VIEWERS SHARE VIRAL VIDEO ADVERTISING? THE ROLE OF BRAND PROMINENCE AND BRAND DISCLOSURE TIMING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.03.

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Lu, Zhiyi, Haojie Zhou, Victor O. K. Li, and Yi Long. "Pricing game of celebrities in sponsored viral marketing in online social networks with a greedy advertising platform." In ICC 2016 - 2016 IEEE International Conference on Communications. IEEE, 2016. http://dx.doi.org/10.1109/icc.2016.7511396.

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Rawat, Uditi, and Rajiv Prasad. "Is Viral Marketing an effective and reliable method of advertising and branding? A perspective of Gen- Y of India." In 2015 International Conference on Advances in Computing, Communications and Informatics (ICACCI). IEEE, 2015. http://dx.doi.org/10.1109/icacci.2015.7275885.

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