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Journal articles on the topic 'Advertising Viral marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

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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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 (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 remarkab

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Emery, Elizabeth. "Viral Marketing: Mariani Wine Testimonials in Early French and American Newspaper Advertising." Nineteenth-Century Contexts 39, no. 2 (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 (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 (

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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 (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 conduc

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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 (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 cas

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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 (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

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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 (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

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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 (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)

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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 (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 automa

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Boentoro, Yenty, Sinta Paramita, and Sinta Paramita. "Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan)." Prologia 4, no. 1 (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

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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 (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 advertise

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Çeltek, Evrim. "Mobile advergames in tourism marketing." Journal of Vacation Marketing 16, no. 4 (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 adverga

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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 (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 (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. theo

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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 (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 sponso

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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 (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 presentati

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Biehl, Brigitte. "Women “in motion”: the kinaesthetic viewing experience in Chinese viral advertising films." Consumption Markets & Culture 23, no. 5 (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 (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 m

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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 (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 (Fa

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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 (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

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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 (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

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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 (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 (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 (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 contrib

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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 (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 cover

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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 (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

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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 (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

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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 (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

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Li, Zhenpeng, and Tang Xijin. "Dynamics of Online Collective Attention as Hawkes Self-exciting Process." Open Physics 18, no. 1 (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

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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

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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 (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 allow

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Meyer, Heather M., and Nacasius U. Ujah. "Managed earnings." Marketing Intelligence & Planning 35, no. 2 (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

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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 (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 pers

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Tariq, Mohd, and Mohd Afaq Khan. "Offensive advertising: a religion based Indian study." Journal of Islamic Marketing 8, no. 4 (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 (c

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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 (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

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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 (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

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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 (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 Banglades

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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 (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 d

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