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Ramadhani, Ghina. "Viral Marketing." IMOVICCON Conference Proceeding 1, no. 1 (July 3, 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 internet media. This paper will try to explain the kind of impact made from this marketing strategy, and its effectiveness on millennial target audiences by using some case studies on the brand, Go-Jek.
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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 (February 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 (January 15, 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 (June 11, 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 marketing are social profile gathering, Proximity Market, Real time Key word density.
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Esther Silvia and S. Rabiyathul Basariya. "Viral Marketing – Strategies For Business Promotion." GIS Business 15, no. 1 (January 24, 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 turned into a critical wonder, and advertisers have attempted to abuse their potential through viral showcasing effort. In the meantime, spam and email based infections have jumbled electronic correspondences, making viral showcasing effort tricky and testing to convey. In this paper, the scientist attempted to distinguish the cause of viral showcasing, viral advertising in India, its significance, its components, focal points and inconveniences of viral showcasing and viral promoting methodologies to advance the business.
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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 (September 22, 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 constructing and designing a study model.</p><p>Six hypotheses were proposed based on literature related to viral marketing, viral advertising messages and behavior intention. The study model was divided into six dimensions. The first four was concerned with trust of viral advertising messages, the fifth with attitude and customer behavior intention, while the sixth focused on the correlation between components of the study model.</p><p>Many descriptive statistical methods were used, e.g., one sample T-test, Pearson’s Correlation for the statistical analysis. The indicated results accepted all six hypotheses (assumed for each dimension). Consequently, there was an impetus to achieve trust of viral advertising messages on all attitudes and customer behavior intention.</p><p>Although this study was limited, it tried to use many factors to test trust effect of viral advertising messages on attitudes and consumer behavior intention. It is considered as an attempt that can be developed for future studies.</p>
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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 (May 16, 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 the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.
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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 (May 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 (October 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 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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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 (February 7, 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 brand attitude and respondents’ intentions to purchase the advertised brand and to share the corresponding advertisements. Structural equation modeling (SEM), a multivariate technique, was used on two samples to measure effectiveness of advertising content across two countries. The content analysis results show that although a standardized advertising strategy is used across the global level, but as indicated by the distinctions revealed from the empirical analysis of choices of two cultures, it can be inferred that advertisement should be fairly similar across the different cultures. The study leaves an implication for the advertisers to customize their advertising content in compliance with the uniqueness of culture in different countries.
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Rukuni, Tarisai Fritz, Grant Shaw, Yumesan Chetty, Petunia Kgama, Pebetse Kekana, and Kyle Rogers. "Viral Marketing Strategies and Customer Buying Behavioural Intentions at Retail Store in Johannesburg." Business Management and Strategy 8, no. 1 (May 15, 2017): 59. http://dx.doi.org/10.5296/bms.v8i1.10676.
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The advent of viral marketing in South Africa has been supply focused and retail operators did not realise the importance of including customers’ views during the creation of viral marketing strategies. Failure of these stores to incorporate customers’ views during the crafting of viral marketing strategies, leads to ineffective viral advertising campaigns, product boycott and decrease in sales. Given the constant change in consumer needs and expectations, an understanding of customers’ opinions towards viral marketing strategies adopted by a retail store in Johannesburg, has become a remarkable strategy to gain a competitive advantage. For that reason, it is important for retail stores to understand their customers’ perceptions of viral marketing strategies. Based on this background, the purpose of this study was twofold: i) to assess customers’ perceptions of viral marketing strategies, and ii) investigate how viral marketing strategies influence customers’ buying behavioural intentions. A descriptive case study approach was conducted. A quantitative methodology, through which a structured questionnaire was also used to collect data from a sample of at least 172 customers at outlets of a retail store in Johannesburg. SPSS was utilised to conduct descriptive and multivariate analyses including factor analysis, correlations, and regression analyses. Results indicated that customers had negative perceptions towards viral marketing strategies tested. In addition, all the four predictor variables (informativeness, entertainment, irritation and source credibility) were found to be positively correlated to customer buying behavioural intentions. Recommendations and gaps for further research are also presented within the context of viral marketing theory.
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Emery, Elizabeth. "Viral Marketing: Mariani Wine Testimonials in Early French and American Newspaper Advertising." Nineteenth-Century Contexts 39, no. 2 (February 14, 2017): 117–29. http://dx.doi.org/10.1080/08905495.2017.1284567.
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Muthumari, S. "A Study of Viral Marketing on Social Network in Stream Line Business Model of Data Mining in Management." Asian Journal of Computer Science and Technology 8, S1 (February 5, 2019): 84–86. http://dx.doi.org/10.51983/ajcst-2019.8.s1.1945.
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Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce exponential increases in brand awareness, through self-replicating viral processes, analogous to the spread of a computer virus. It can be often word-of-mouth delivered and enhanced online harness the network effect of the Internet and is very useful in reaching a large number of people very fast. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time. There are several sources of social networks where our model can be applied to, and a few are: Facebook, Twitter, LinkedIn, YouTube, Google+, Instagrams, online forums, email mailing lists.
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Jin, Seunga Venus, and Ehri Ryu. "Celebrity fashion brand endorsement in Facebook viral marketing and social commerce." Journal of Fashion Marketing and Management: An International Journal 23, no. 1 (March 11, 2019): 104–23. http://dx.doi.org/10.1108/jfmm-01-2018-0001.
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PurposeIn light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.Design/methodology/approachA randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition,n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.FindingsResults of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral marketing leveraging a social media platform.Originality/valueThis study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based fashion marketing and fashion brand management.
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Espinoza, Melissa, Norman Cevallos, and Aleksandar Tusev. "CHANGES IN MEDIA CONSUMPTION AND ITS IMPACT IN MODERN ADVERTISING: A CASE STUDY OF ADVERTISING STRATEGIES IN ECUADOR." INNOVA Research Journal 2, no. 6 (June 21, 2017): 120–35. http://dx.doi.org/10.33890/innova.v2.n6.2017.225.
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Digital Marketing has become an essential tool for modern advertising agencies. Companies that do not consider this fact are in danger of becoming obsolete. Social media has taken center stage with millennials, offering advertisers viral growth opportunities. As such, media consumption habits are changing ever faster worldwide. In Ecuador, digital marketing is beginning to be taken seriously, yet it is still not occupying the optimal attention in order to capture the millennial market niche that surely exists. This study analyses the transition from traditional to digital marketing, with a case study analysis of Ecuador, a Latin American nation in the process of adopting these modern advertising tools. Furthermore, the research here describes the new concepts implemented in the industry and seeks to identify if digital marketing will replace traditional media any time soon. In order to analyze these topics, interviews with industry experts were conducted. As a result, it was found that digital marketing has not been used at a rate of maximization, instead the focus has continued to be on more traditional marketing strategies. This strategy has proven to still be the safest and most effective one in this market; however, advertisers need to start planning for dynamic shifts that much of the Western world has already moved on to, or risk the possibility of being left behind.
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Sung, Eunyoung (Christine). "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience." Journal of Business Research 122 (January 2021): 75–87. http://dx.doi.org/10.1016/j.jbusres.2020.08.034.
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Granata, Giuseppe, and Giancarlo Scozzese. "The Evolution of Viral Marketing to Improve Business Communication." International Business Research 11, no. 12 (November 29, 2018): 105. http://dx.doi.org/10.5539/ibr.v11n12p105.
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To win the consumers attention, more prone to advertisement, it is essential that companies interact with them. Equally important for the effectiveness of an advertising campaign is the ability to involve, amaze and entertain users in such a way as to encourage them to talk about a brand or product, spontaneously triggering a viral word of mouth. To achieve this, companies use different communication tools, especially web communication and digital marketing.
Companies can choose to approach to these new phenomena, read them, understand them, interpret them, research and identify new advantages and opportunities; then start a process of change aimed at adapting the organization to a model that is able to fully exploit these phenomena. Or they could choose to ignore them, distance them, close their eyes, pretend they do not exist, convince themselves that they are only transitory phenomena of a technological nature and lacking relevance for the business.
The goal of the work is to verify how the viral marketing instrument can help improve and strengthen business communication. In fact, by now, there are many companies that have decided to support and, in some cases, replace traditional communication with online communication.
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Rishi, Bikramjit, Aditya Mehta, Poulomi Banerjee, and Akshay Deepak. "Buzzfeed Inc: native advertising the way forward?" Emerald Emerging Markets Case Studies 8, no. 4 (November 5, 2018): 1–18. http://dx.doi.org/10.1108/eemcs-06-2017-0137.
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Learning outcomes This paper aims to understand the changing landscape of media and entertainment industry, to understand the difference between display advertising and native advertising, to know the standing of BuzzFeed in the industry and to know the strategic actions of BuzzFeed under the current competitive business environment. Case overview/synopsis Founded in 2006 as a viral lab, by Jonah Peretti and John S. Johnson, with the aim of tracking viral content, it caused disruption in the market with its entry and grew very rapidly. It was valued at $1.5bn in 2015, having raised money from numerous investors. The revenue of BuzzFeed was driven by the concept of native advertising. Catchy headlined articles conveyed the sense that BuzzFeed might be charging advertisers on basis of clicks, but this was not entirely true. Instead, BuzzFeed charged a fee from its clients for creating custom content targeting the customer base of the client. However, the year 2015 went tough for BuzzFeed when, as per the reports by Financial Times, it fell short of achieving its targeted revenue of US$250m by US$80m. It forced the company to revise and lower its target revenues for the year 2016 as well. The combined worldwide traffic to BuzzFeed saw a decline of up to 14 per cent. As Claire marketing head looked out of the window and pondered over the slashed revenue projections and the content related issues, the question on her mind was would native advertising sustain BuzzFeed in the longer run? BuzzFeed was known for its viral content and native advertising would involve finding a balance between what is good for the advertisers' brand and what will become viral. Buzzfeed ran a risk of losing brands to other modes of advertisement if they felt that native advertisement, which disguises the product within the content, was not meeting their expectations. Complexity academic level The case is targeted at students of post-graduation and under-graduation programs in Business Administration. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code Marketing
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Kulkarni, Kalpak K., Arti D. Kalro, and Dinesh Sharma. "Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal." Journal of Consumer Marketing 36, no. 6 (September 9, 2019): 846–57. http://dx.doi.org/10.1108/jcm-11-2017-2428.
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Purpose This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young consumers’ intentions to share branded viral video advertisements. Further, this study also demonstrates that the advertising appeal (informational versus emotional) used in the viral advertisement moderates the effects of specific personality traits on the sharing of viral ads. Design/methodology/approach A conceptual framework is proposed based on the Five-Factor Model of Personality (McCrae and John, 1992) and advertising effectiveness literature. Using experiments, responses from young consumers were collected and hypotheses were tested using hierarchical regression and ANOVA. Findings Results reveal that the two personality traits, extraversion and openness to experiences, are positively associated with consumers’ viral ad sharing intentions, whereas conscientiousness, agreeableness and neuroticism are not. Moreover, individuals scoring high on openness and extraversion prefer sharing branded viral ads containing informational appeal vis-ã-vis those containing emotional appeals. Originality/value Studies decoding the factors behind the success of viral advertisements have more often focussed on the ad content rather than on personality dimensions of the ad sharers. This study bridges this gap by investigating the influence of Big Five Personality traits on young consumers’ intention to forward viral ads, in interaction with ad appeal. Young consumers represent key audience segments consuming and sharing viral content online, and hence, it is important to have a deeper understanding of this market segment.
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Małecki, Krzysztof, Jarosław Jankowski, and Mateusz Szkwarkowski. "Modelling the Impact of Transit Media on Information Spreading in an Urban Space Using Cellular Automata." Symmetry 11, no. 3 (March 22, 2019): 428. http://dx.doi.org/10.3390/sym11030428.
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Information spreading processes are the key drivers of marketing campaigns. Activity on social media delivers more detailed information compared to viral marketing in traditional media. Monitoring the performance of outdoor campaigns that are carried out using this transportation system is even more complicated because of the lack of data. The approach that is presented in this paper is based on cellular automata and enables the modelling of the information-spreading processes that are initiated by transit advertising within an urban space. The evaluation of classical and graph cellular automata models and a coverage analysis of transit advertising based on tram lines were performed. The results demonstrated how the number of lines affects the performance in terms of coverage within an urban space and the differences between the proposed models. While research is based on an exemplary dataset taken from Szczecin (Poland), the presented framework can be used together with data from the public transport system for modelling advertising resources usage and coverage within the urban space.
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Boentoro, Yenty, Sinta Paramita, and Sinta Paramita. "Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)." Prologia 4, no. 1 (February 26, 2020): 141. http://dx.doi.org/10.24912/pr.v4i1.6455.
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Development of communication technology is growing very rapidly especially social media.Social Media can be a new medium for business people to conduct marketing communication.In addition to the relatively cheaper advertising costs, social media can reach a wider audience.This research examines the marketing communication of Viral Marketing in creating a business brand awareness of SMES case studies Coffee Kwang Koan.The purpose of this research is to know the influence of digital word of mouth or exposure that influencers do on Instagram social media in creating brand awareness and its effect on the development of the general business.The research object consists of two ethnic coffee shops, Kedai Kwang Koan.This study used a descriptive qualitative method by conducting interviews with Johny Poluan as the owner as the main speaker and observing the visitors of the Kwang Koan coffee shop.Perkembangan teknologi komunikasi berkembang sangat pesat khususnya media sosial. Media sosial dapat menjadi medium baru bagi pelaku bisnis untuk melakukan komunikasi pemasaran. Selain biaya iklan yang relatif lebih murah, sosial media dapat menjangkau khalayak yang lebih luas. Penelitian ini mengkaji tentang komunikasi pemasaran Viral Marketing dalam menciptakan brand awareness bisnis UMKM studi kasus Kopi Kwang Koan. Tujuan penelitian ini untuk mengetahui pengaruh word of mouth digital atau exposure yang dilakukan influencer di media sosial instagram dalam menciptakan brand awareness dan efeknya terhadap perkembangan bisnis secara umum. Objek penelitian terdiri dari dua kedai kopi etnis yakni Kedai Kwang Koan. Penelitian ini menggunakan metode kualitatif secara deskriptif yaitu dengan melakukan wawancara terhadap Johny Poluan selaku pemilik sebagai narasumber utama dan melakukan pengamatan terhadap pengunjung Kedai Kopi Kwang Koan.
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Battilani, Patrizia, and Giuliana Bertagnoni. "The use of social networks in marketing: the Italian co-operative experience." Journal of Historical Research in Marketing 7, no. 1 (February 16, 2015): 31–57. http://dx.doi.org/10.1108/jhrm-10-2013-0060.
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Purpose – The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo co-operative, the paper discusses the social network method of marketing as it emerged during the 1950s and 1960s in Italy. Design/methodology/approach – The research draws on different types of primary sources, including co-operative business records, interviews, publications, newspaper articles and advertisements. Findings – In the age of mass consumption, the Granarolo co-operative developed an original marketing strategy based on social networks. This strategy can be considered a kind of community brand based on shared values pre-existing to the brand itself and a kind of viral marketing put in place before the electronic revolution. Research limitations/implications – The research focusses on the Granarolo case study. It can be extended to other co-operative enterprises. However, it is unknown whether the anticipation of viral marketing has also been used by private enterprises. Practical implications – The marketing strategies analyzed in the paper could be a interesting solution for undertakings strictly connected and rooted in their local community or in their Web community. Social implications – In today’s world of the Web, this physical constraint no longer exists, and the social method of marketing exceeds the regional and even the national level. In conclusion, this was an innovative method of marketing and advertising that came into being, ahead of its time, about a half a century before modern Web-based social networks were conceived, yet uses the same concepts, hence its extraordinary originality. Originality/value – This study is the result of an original research which tries to highlight what we could label the Italian way to marketing. Taking into consideration the first two decades of the Granarolo history and focussing on the marketing strategy, our contribution seeks to examine how the social networks approach worked and in what it differs from today brand community and viral marketing.
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Çeltek, Evrim. "Mobile advergames in tourism marketing." Journal of Vacation Marketing 16, no. 4 (October 2010): 267–81. http://dx.doi.org/10.1177/1356766710380882.
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In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term ‘advergame’ refers to games created by companies to promote their products or brand by combining ‘advertisement’, ‘computer games’ and ‘mobile phones’. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games.
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Huh, Jisu, Hyejin Kim, Bhavtosh Rath, Xinyu Lu, and Jaideep Srivastava. "You reap where you sow: a trust-based approach to initial seeding for viral advertising." International Journal of Advertising 39, no. 7 (January 31, 2020): 963–89. http://dx.doi.org/10.1080/02650487.2020.1718823.
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Maulana, Indra Ridwan, and Sinta Paramita. "Viral Marketing Berbasis Komunitas (Studi Kasus terhadap Dance Cover Playcrew)." Prologia 5, no. 1 (March 4, 2021): 101. http://dx.doi.org/10.24912/pr.v5i1.8153.
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Viral marketing is another form of word of mouth, or "news from one mouse click to the next click (word of mouse)." Which encourages consumers to tell products and services developed by the company or audio, video and written information to others online. In human community, the individuals within it can have intentions, beliefs, resources, preferences, needs, risks and a number of other similar conditions. The purpose of the research is to find out how community- based viral marketing (case study of Playcrew dance cover). This research is a qualitative research using a case study method. theories used in this research are Viral Marketing, Popular Culture, Advertising and Mass Communication, Community and Dance cover theories. This research uses interviews with key informants and informants, literature studies, and documentation for data collection. The results of this study are dance cover playcrew able to influence people to find out about the hallyu culture of South Korea.Viral marketing adalah bentuk lain berita dari mulut ke mulut, atau “berita dari satu klik mouse ke klik berikutnya (word of mouse).” Yang mendorong konsumen menceritakan produk dan jasa yang dikembangkan perusahaan atau informasi audio, video, dan tertulis kepada orang lain secara online. Dalam komunitas manusia, individu- individu di dalamnya dapat memiliki maksud, kepercayaan, sumber daya, preferensi, kebutuhan, risiko dan sejumlah kondisi lain yang serupa. Adapun maksud dari penelitian tersebut untuk mengetahui bagaimana viral marketing berbasis komunitas (studi kasus terhadap dance cover Playcrew). penelitian ini merupakan sebuah penelitian kualitatif yang menggunakan metode studi kasus. teori yang digunakan dalam penelitian ini adalah teori Viral Marketing, Budaya Populer,Iklan dan Komunikasi Massa, Komunitas dan Dance cover. penelitian ini menggunakan metode wawancara dengan informan kunci dan informan, studi pustaka, dan dokumentasi untuk pengumpulan data. Hasil dari penelitian ini adalah dance cover playcrew mampu mempengaruhi masyarakat untuk mengetahui tentang budaya hallyu dari korea selatan.
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Dafonte-Gómez, Alberto. "The key elements of viral advertising. From motivation to emotion in the most shared videos." Comunicar 22, no. 43 (July 1, 2014): 199–207. http://dx.doi.org/10.3916/c43-2014-20.
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From its origins in the mid ‘90, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing has been based, since then, on two basic principles: offer free and engaging content that masks its commercial purpose to the individual and use of using a peer-to-peer dissemination system. The transformation of the passive spectator into an active user who broadcasts advertising messages promoted by sponsors, and who responds to needs and motivations of individuals and content features which has been described by previous research in this field, mainly through quantitative methods based on user perceptions. This paper focusses on those elements detected in its previous research as promoters of the sharing action in the 25 most-shared viral video ads between 2006 and 2013 using content analysis. The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos. Desde sus orígenes a mediados de los noventa, la aplicación del concepto de viralidad a la comunicación comercial ha representado para las marcas una oportunidad para franquear las tradicionales barreras de la audiencia ante la publicidad y convertirla en transmisora activa de los mensajes de la marca. El marketing viral se basa, desde entonces, en dos principios básicos: ofrecer al individuo contenidos gratuitos y atractivos que disfrazan su finalidad comercial y usar un sistema de difusión de usuario en usuario. La transformación del espectador pasivo en usuario activo que difunde mensajes de tipo publicitario promovidos por anunciantes, responde a una serie de necesidades y motivaciones de los individuos y a una serie de características de los contenidos que han sido descritos por la investigación previa en este campo, principalmente a través de metodologías de tipo cuantitativo basadas en las percepciones de los usuarios. El presente artículo analiza, a través de la metodología del análisis de contenido, la presencia de los elementos que trabajos de investigación anteriores han señalado como favorecedores de la acción de compartir en los 25 vídeos publicitarios virales con más «shares» entre 2006 y 2013. Los resultados obtenidos muestran las características más comunes en este tipo de vídeos y la presencia destacada de la sorpresa y la alegría como emociones dominantes en los vídeos virales más exitosos.
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Peyravi, Bahman, Julija Nekrošienė, and Liudmila Lobanova. "REVOLUTIONISED TECHNOLOGIES FOR MARKETING: THEORETICAL REVIEW WITH FOCUS ON ARTIFICIAL INTELLIGENCE." Business: Theory and Practice 21, no. 2 (December 8, 2020): 827–34. http://dx.doi.org/10.3846/btp.2020.12313.
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Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and presentation of the research findings are the objectives of the research. This study has potential limitations such as the data collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI. Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to understanding the future scope of AI and its penetration in marketing activities.
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Biehl, Brigitte. "Women “in motion”: the kinaesthetic viewing experience in Chinese viral advertising films." Consumption Markets & Culture 23, no. 5 (March 20, 2019): 439–55. http://dx.doi.org/10.1080/10253866.2019.1586680.
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Киселева and T. Kiseleva. "Modern Approaches of Marketing of the Intellectual Products: OmniChannel." Economics 4, no. 3 (June 17, 2016): 54–59. http://dx.doi.org/10.12737/19943.
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The article deals with the prospects for the development of modern marketing
tools used in terms of OmniChannel for intellectual products: rich media, viral,
hidden, guerrilla marketing, mobile marketing, business social networks, the
SMM, online exhibitions, catalogs and subject heading, online conferences and
seminars, contextual advertising, text ads; analyzed and interpreted the data
collected by the experts of the company “Garant”, working with an intelligent
product, the agency IAB Russia and Zenithoptimedia agencies, including cluster
analysis means of promotion; based on the BCG matrix model is made up of
funds of promotion of intellectual products; ABC analysis conducted means
of promotion based on data for 2015; appropriate conclusions about the viability
of the hypothesis of the applicability of the OmniChannel concept of intellectual
product.
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Hendijani Fard, Morteza, and Reza Marvi. "Viral marketing and purchase intentions of mobile applications users." International Journal of Emerging Markets 15, no. 2 (August 12, 2019): 287–301. http://dx.doi.org/10.1108/ijoem-06-2018-0291.
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Purpose In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in Iran. Design/methodology/approach Statistical population includes those Iranian users who have used two social networks (Facebook, Instagram, Line, LinkedIn, Pinterest, Telegram, Twitter, Viber, WeChat and WhatsApp) at least. Invalid questionnaires are excluded and 624 are used for the data analysis. Structural equations modelling is used to test the proposed model. Findings The findings show that the most effective factor on apps perceived usefulness is argument quality of information, followed by source credibility and quantity of information. Perceived usefulness is also predicted by perceived ease of use through the indirect effect of argument quality. Furthermore, it is also found that purchase intention is affected by perceived ease of use, followed by perceived usefulness through attitude towards the purchase. Research limitations/implications This research is limited to the Iranian mobile apps market. Future studies on viral marketing in app markets should collect data from multiple industries and multiple countries in order to achieve a more comprehensive perspective on the effects and consequences of viral advertising. Furthermore, rather than social networks, similar research can be conducted on different communication channels of the internet such as blogs, e-mails, chat rooms, online communities, discussion boards, corporate websites, e-commerce and social commerce websites (e.g. Amazon). It is also suggested that the conceptual model of the research can be extended considering other useful factors on purchase intentions than attitude (e.g. subjective norms and perceived behavioural control). Furthermore, future research should consider the role of mobile apps features in forming purchase intentions. Practical implications For the firms that develop mobile applications (particularly in Iran’s app market), increasing sales requires exploiting social media viral marketing to effectively change potential customers’ perceptions about usefulness and ease of use of their products. The findings suggest that a viral marketing strategy should be developed with high argument quality, followed by high source credibility and a large amount of information on social media. Originality/value This is one of the earliest studies investigating the viral effects of social networks on purchase intention in the mobile applications context. Although very few papers practically recognised the impact of viral marketing on purchase intention, the effect of this concept on mobile applications purchase intention had remained unknown.
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Chiu, Hung-Chang, Anurag Pant, Yi-Ching Hsieh, Monle Lee, Yi-Ting Hsioa, and Jinshyang Roan. "Snowball to avalanche." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1255–73. http://dx.doi.org/10.1108/ejm-05-2012-0329.
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Purpose – This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers. Design/methodology/approach – A 2 (high/low utilitarian message context) × 2 (high/low hedonic message context) × 2 (message source: strong/weak tie strength) × 2 (channel: e-mail/blog) between-subjects experiment was conducted. A total of 363 completed questionnaires were collected in Taiwan. Findings – The findings are fourfold. First, the greater the tie strength between the sender and the receiver, the more actively they share information. Second, an audience is more willing to share a message with others when the message contains higher degrees of utilitarian or hedonic values. Third, those who are highly involved with the products are more willing to share information than those who are less involved. Fourth, those who access the information via blogs are more willing to share information with others. Research limitations/implications – The first limitation pertains to the issue of external validity. Also, to maximize internal validity, hypothetical scenarios and experimental designs were used rather than actual e-mail/blog experiences as stimuli. The results of this study provide some key strategic implications for companies that are seeking to enhance a successful viral marketing campaign. Practical implications – This study suggests there is no “one size fits all” answer. A successful viral marketing campaign is specific to individual characteristics and the approaches used. Originality/value – The present study combines related research – including communication theory, consumer value and involvement theory – to investigate the determinants of individuals’ intentions to share marketing information.
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Anggraeni, Adilla, and Sarah Diandra. "Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta." International Journal of Asian Business and Information Management 8, no. 1 (January 2017): 38–50. http://dx.doi.org/10.4018/ijabim.2017010103.
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This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.
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Cho, Soyoen, Jisu Huh, and Ronald J. Faber. "The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising." Journal of Advertising 43, no. 1 (January 2014): 100–114. http://dx.doi.org/10.1080/00913367.2013.811707.
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Quesenberry, Keith A., and Michael K. Coolsen. "Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos." Journal of Interactive Marketing 48 (November 2019): 1–16. http://dx.doi.org/10.1016/j.intmar.2019.05.001.
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Phelps, Joseph E., Regina Lewis, Lynne Mobilio, David Perry, and Niranjan Raman. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email." Journal of Advertising Research 44, no. 4 (December 2004): 333–48. http://dx.doi.org/10.1017/s0021849904040371.
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Marjerison, Rob Kim, Yinan Lin, and Sarmann I. Kennedyd. "An Examination of Motivation and Media Type." International Journal of Social Media and Online Communities 11, no. 1 (January 2019): 15–34. http://dx.doi.org/10.4018/ijsmoc.2019010102.
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This paper explores the motivations and priorities of Chinese Millennials' use of social media with regard to the sharing of content. A commercially important demographic, this group are highly active on social media. The amount of content that is shared online is immense. Some shared content “goes viral” and can be seen by vast numbers of users. The findings of this study are based on the results of over 650 online surveys and include both theoretical and practical contributions to the body of knowledge regarding the nature of viral propagation of content in Chinese social media. This contribution to the understanding and insight social media activities of this significant and commercially consumer demographic may be of value to online promoters and marketers as well those interested in the use of social media for commercial purposes in the design and management of their online and social media presence, marketing, and advertising strategies.
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Karczmarczyk, Artur, Jarosław Jankowski, and Jarosław Wątrobski. "Multi-Criteria Seed Selection for Targeting Multi-Attribute Nodes in Complex Networks." Symmetry 13, no. 4 (April 20, 2021): 731. http://dx.doi.org/10.3390/sym13040731.
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Online environments have evolved from the early-stage technical systems to social platforms with social communication mechanisms resembling the interactions which can be found in the real world. Online marketers are using the close relations between the users of social networks to more easily propagate the marketing contents in their advertising campaigns. Such viral marketing campaigns have proven to provide better results than traditional online marketing, hence the increasing research interest in the topic. While the majority of the up-to-date research focuses on maximizing the global coverage and influence in the complete network, some studies have been conducted in the area of budget-constrained conditions as well as in the area of targeting particular groups of nodes. In this paper, a novel approach to targeting multi-attribute nodes in complex networks is presented, in which an MCDA method with various preference weights for all criteria is used to select the initial seeds to best reach the targeted nodes in the network. The proposed approach shows some symmetric characteristics—while the global coverage in the network is decreased, the coverage amongst the targeted nodes grows.
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Walia, Rhythm, and M. P. S. Bhatia. "Modeling Rumors in Twitter." International Journal of Rough Sets and Data Analysis 3, no. 4 (October 2016): 46–67. http://dx.doi.org/10.4018/ijrsda.2016100104.
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With the advent of web 2.0 and anonymous free Internet services available to almost everyone, social media has gained immense popularity in disseminating information. It has become an effective channel for advertising and viral marketing. People rely on social networks for news, communication and it has become an integral part of our daily lives. But due to the limited accountability of users, it is often misused for the spread of rumors. Such rumor diffusion hampers the credibility of social media and may spread social panic. Analyzing rumors in social media has gained immense attention from the researchers in the past decade. In this paper the authors provide a survey of work in rumor analysis, which will serve as a stepping-stone for new researchers. They organized the study of rumors into four categories and discussed state of the art papers in each with an in-depth analysis of results of different models used and a comparative analysis between approaches used by different authors.
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Zhou, Fan, Xovee Xu, Goce Trajcevski, and Kunpeng Zhang. "A Survey of Information Cascade Analysis." ACM Computing Surveys 54, no. 2 (April 2021): 1–36. http://dx.doi.org/10.1145/3433000.
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The deluge of digital information in our daily life—from user-generated content, such as microblogs and scientific papers, to online business, such as viral marketing and advertising—offers unprecedented opportunities to explore and exploit the trajectories and structures of the evolution of information cascades. Abundant research efforts, both academic and industrial, have aimed to reach a better understanding of the mechanisms driving the spread of information and quantifying the outcome of information diffusion. This article presents a comprehensive review and categorization of information popularity prediction methods, from feature engineering and stochastic processes , through graph representation , to deep learning-based approaches . Specifically, we first formally define different types of information cascades and summarize the perspectives of existing studies. We then present a taxonomy that categorizes existing works into the aforementioned three main groups as well as the main subclasses in each group, and we systematically review cutting-edge research work. Finally, we summarize the pros and cons of existing research efforts and outline the open challenges and opportunities in this field.
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Hossain, Md, Nusrat Jahan, Yuantao Fang, Saiful Hoque, and Md Hossain. "Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media." Sustainability 11, no. 3 (February 1, 2019): 759. http://dx.doi.org/10.3390/su11030759.
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The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.
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Li, Zhenpeng, and Tang Xijin. "Dynamics of Online Collective Attention as Hawkes Self-exciting Process." Open Physics 18, no. 1 (January 31, 2020): 6–13. http://dx.doi.org/10.1515/phys-2020-0002.
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AbstractUnderstanding the dynamic formation mechanism of online collective attention has been attracted diversified interests such as Internet memes, viral videos, or social media platforms and Web-based businesses, and has practical application in the area of marketing and advertising, propagation of information. Bulletin Board System, or BBS can be regarded as an ecosystem of digital resources connected and shaped by collective successive behaviors of users. Clicks and replies of the posts quantify the degree of collective attention. For example, the collective clicking behavior of users on BBS gives rise to the up and down of focus on posts, and transporting attention between topics, the ratio between clicks and replies measure the heat degree of a post. We analyzed the dynamics of collective attention millions of users on an interactive Tianya Zatan BBS. By analyzing the dynamics of clicks we uncovered a non-trivial Hawkes process self-exciting regularity concerning the impact of novelty exponential decay mechanism. Here, it able to explain the empirical data of BBS remarkably well, such as popular topics are observed in time frequently cluster, asymptotic normality of clicks. Our findings indicate that collective attention among large populations decays with a exponential decaying law, suggest the existence of a natural time scale over novelty fades. Importantly, we show that self-exciting point processes can be used for the purpose of collective attention modeling.
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Santosa, Hedi Pudjo, Sri Budi Lestari, and Primada Qurrota Ayun. "The Reception of Memes as Political Information in the Media." E3S Web of Conferences 73 (2018): 14014. http://dx.doi.org/10.1051/e3sconf/20187314014.
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Lately memes have been using as viral marketing for products in advertising or satire in political campaigns in Indonesia. In 2013 Richard Dawkins, the author of The Selfish Gene (1976), characterized that memes on the internet as a human creativity. The pictures in the meme are tailored to the user’s feelings and become the feeling of society. Meme cannot be said to be the ideal journalistic formula because most of them do not use the 5W + 1H journalism rule. Ironically though meme is not information that contains accuracy, relevance, and completeness of journalism, but at the same time it is in great demand even highly trusted, as they are easily accepted as information. While information that does not contain accuracy, often called hoax news. In Indonesia meme experiencing a surge in volume during the last 2014 presidential election; there are so many memes about Jokowi and Prabowo circulating on the Internet at the time, and later also many outstanding memes that contain the image in the form of satire, silly and even funny. Meme phenomenon related closely with the ease of dissemination of information through the media, especially online media. Bauckhage (2011: 42), meme usually develops through comments, imitations, parodies, or even media coverage. Meanwhile, according to Shifman (2013: 362), meme phrases are generally applied to describe propaganda. In Indonesia, meme is dominated by political news and satire especially during the 2014 presidential election.
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Pererva, Petrо, Valerii Kobieliev, and Iryna Dolyna. "Digital Marketing Opportunities and Paradoxes of Communications." Marketing and Digital Technologies 4, no. 4 (December 25, 2020): 6–13. http://dx.doi.org/10.15276/mdt.4.4.2020.1.
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he emergence of digital networks in human society, in marketing activities is a vital need of society to share information. Opportunities for digital marketing, digital technologies allow companies not only to meet the needs of their customers, but also to attract them to their business, while the customer receives income. The article highlights the main trends in the work of enterprises in the formation of customer experience: the consumer becomes an accomplice, co-creator of the business process; creation of cloud services opens new opportunities; the system of marketing communications allows to personalize offers to clients taking into account their interests and previous purchases. It is proved that digital transformations in marketing are characterized by some paradoxical manifestations. Among them: a large consumer base is not the basis for the right strategy; digital marketing does not reduce the time to buy; advertising not only promotes the product, but also harms it and tends to decorate the subject of advertising; anti-advertising can become advertising, etc. Keywords: digital transformations, marketing, advertising, paradox, trend, consumers, strategy, industrial enterprises
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Meyer, Heather M., and Nacasius U. Ujah. "Managed earnings." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 192–204. http://dx.doi.org/10.1108/mip-03-2016-0045.
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Purpose The decisions marketing managers make on advertising expenditures are vital to maintaining the sales and profitability of a firm. However, these decisions have not been taken into account to a great enough extent when determining a firm’s performance. The purpose of this paper is to better understand the marketing-finance interface and to reveal the effect marketers’ discretionary advertising expenditures can have on firm performance. In particular, the real activities method of managed earnings (ME) will be used to study this phenomenon. Design/methodology/approach The initial sample consisted of all the companies that appear in the North American COMPUSTAT files over the period 1970-2014. Since the focus here is on the effect of discretionary advertising expenses on firm performance, the authors restricted the samples to only include observations with advertising expenses. Therefore, the sample included 14,732 firms. Findings OLS regressions revealed a negative relationship between marketers’ discretionary advertising expenditures and firm performance using return on assets as a proxy for firm performance. Additional regressions displayed similar results for return on sale and return on cash adjusted asset proxies. Fixed effect and Tobit regressions also confirmed these findings. Finally, this effect was especially true for low performing firms. The economic significance of these findings on firm performance is also discussed. Originality/value The decisions made by marketing managers on advertising promotional efforts impact sales directly and brand equity indirectly, but they can also have an impact on firm performance. Therefore, it is important for investors to understand the level of ME in relation to marketing and advertising decisions that are taking place at their firm.
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Van den Broeck, Evert, Karolien Poels, and Michel Walrave. "How do users evaluate personalized Facebook advertising? An analysis of consumer- and advertiser controlled factors." Qualitative Market Research: An International Journal 23, no. 2 (May 7, 2020): 309–27. http://dx.doi.org/10.1108/qmr-10-2018-0125.
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Purpose This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate. Design/methodology/approach Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users. Findings The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role. Research limitations/implications This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats. Practical implications Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns. Originality/value Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.
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Tariq, Mohd, and Mohd Afaq Khan. "Offensive advertising: a religion based Indian study." Journal of Islamic Marketing 8, no. 4 (November 13, 2017): 656–68. http://dx.doi.org/10.1108/jima-07-2015-0051.
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Purpose Among various factors which help in shaping the attitude of consumers, religion and religiosity too play a vital role. This paper aims to inquire into the impact of religion and religiosity on the attitudes of Hindu and Muslim consumers of Northern India toward offensive advertising and the reasons which make the advertising offensive. Design/methodology/approach Responses regarding advertising of 11 controversial products and 7 reasons which make the advertising offensive were taken by distributing a questionnaire to a convenience sample of 250 university students of Northern India (comprising respondents from two major religions of India). Data were analyzed using descriptive statistics and t-test. Findings The findings confirmed that there is a significant difference in the attitude of consumers on the basis of religion and religiosity. Research limitations/implications As the study is conducted only in Northern India, findings generated through this may lack generalizability. Other limitations include small sample size and use of convenience sampling. Different sects under religion must be particularly studied. Practical implications Advertisers should consider religious sentiments of consumers into account to make advertisements more appealing to consumers. Originality/value The studies on religion and its relation with attitude toward advertising are even less frequent in Indian context. Hence, this study is a pioneering work which will open new doors for the marketers in India. It will help the marketers in properly targeting consumers based on their religious beliefs.
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Barraclough, Simon, and Deborah Gleeson. "Why Packaging Is Commercially Vital for Tobacco Corporations." Asia Pacific Journal of Public Health 29, no. 2 (January 24, 2017): 132–39. http://dx.doi.org/10.1177/1010539516688081.
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This study analyses what British American Tobacco (BAT) and its 4 publicly listed Asian subsidiary companies have told their shareholders about the commercial value of tobacco packaging. The discourse on packaging in BAT annual reports was analyzed, revealing themes of modernization, rejuvenation, internationalism, heritage, innovation, value for money, and competitive edge. Packaging was credited with providing existing brands with a competitive edge and enabling the successful “launch” of new ones. Since advertising, sponsorship, and free samples were prohibited in many countries, packaging has become more important for advertising. New brands and brand variants have proliferated. BAT companies have allocated considerable resources to regularly altering packaging for marketing purposes. Clearly, restrictions on packaging will substantially detract from the promotion of the company’s brands. The findings provide further evidence from industry sources of the vital function of packaging and further justify plain packaging as an essential part of any comprehensive tobacco control policy.
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Jiménez-Marín, Gloria, Rodrigo Elías Zambrano, Araceli Galiano-Coronil, and Rafael Ravina-Ripoll. "Brand Management from Social Marketing and Happiness Management Binomial of in the Age of Industry 4.0." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 39. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(39).
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The relationship between brands and social marketing is not something new for brand managers; it is from the concept of happiness management (Ravina-Ripoll et al., 2020). Starting from a situation of social tension characterized by the anxieties and vital desires of a society, brand management based on the binomial of social marketing and happiness management allows building brands that manage to absorb and reflect the culture around them (Heding et al., 2009), becoming containers of identity myths that take advantage of advertising to develop attractive messages for their audiences. Based on this approach, devised by Holt (2004), it aims to work on the collective nature of the brand (Ollé & Riu, 2009) through its interaction with everyday situations and insights and its relationship with the surrounding environment. This communication aims to analyse the case of Santander Group, recognised by the Renowned Brands Forum as one of the most real and coherent brands among its consumers. Keywords: Advertising; brand; happiness; management; marketing; social.
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Ahmed, Jashim Uddin, Mohammad Jasim Uddin, Md Anwar Sadat Shimul, and S. S. M. Sadrul Huda. "Ogniroth Studios: Transforming Ideas into Innovation." South Asian Journal of Business and Management Cases 4, no. 2 (December 2015): 202–17. http://dx.doi.org/10.1177/2277977915596252.
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The Ogniroth Studios has been an overwhelming experience in understanding how animation firms operate in Bangladesh, especially about their major promotional and marketing strategies, overall attitude and behaviour of the advertising industry towards animation and video effects (VFX). Ogniroth Studios is one of the leading VFX-based firms in Bangladeshi advertising industry that offers animation and VFX services to different clients. Since its inception, it has been dedicatedly exploring innovation and delivering outstanding and quality works. The advertising agencies that operate in Bangladesh are not equipped with in-house VFX facilities, and therefore they primarily rely on external firms, such as, Ogniroth Studios. Although such industry has a very short history in Bangladesh, over the past four years of operation Ogniroth Studios has successfully managed to offer outstanding works and thus satisfying the clients by being competitive to the global market. The founders of Ogniroth Studios believe in promoting innovation; thus, they do not restrict the boundary of imagination. Marketing activities and branding of Ogniroth Studios play a vital role to its achieving sustainability.
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Lee, Eunkyung, Ji-Hern Kim, and Chang Seop Rhee. "Effects of Marketing Decisions on Brand Equity and Franchise Performance." Sustainability 13, no. 6 (March 18, 2021): 3391. http://dx.doi.org/10.3390/su13063391.
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The purpose of this study is to provide a way of pursuing a balanced profitability between franchisors and franchisees leading to the sustainability in franchising. Based on a belief that the formation of brand-centric relationship is vital for the success of franchising system, we constructed a model that examines the relationships between marketing decisions, brand equity, and the financial performances of franchisors and franchisees. We used actual data of the Korean franchise chains, including measures of channel intensity and advertising and promotional activities as franchise marketing decisions as well as the profitability of franchisors and franchisees for the analysis. The results of analysis show that while advertising and promotion expenditure has a positive impact on the performances of both franchisors and franchisees, the number of stores does not influence them in the same way. This indicates that their interests may conflict. This study suggests that marketing decisions can be utilized as a means of achieving balanced profitability that would benefit the sustainability in franchising between franchisors and franchisees.