Relevant bibliographies by topics / SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING

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

Academic literature on the topic 'SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING'

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Published: 24 April 2022

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Journal articles on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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Putri, Nuzulul Kusuma, and Ernawaty Ernawaty. "Viral marketing content for Universal Health Coverage campaign in Indonesia." International Journal of Pharmaceutical and Healthcare Marketing 14, no. 1 (December 20, 2019): 21–36. http://dx.doi.org/10.1108/ijphm-07-2017-0041.

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Purpose Today, viral marketing is popular as a highly effective marketing strategy with a low cost for mass targeting. This is suitable for the Universal Health Coverage campaign which seeks to attract the whole nation’s population to voluntarily register with social health insurance. It uses the target market itself as a weapon and the marketing content as a bullet. This study aims to determine the exact viral marketing content for the Universal Health Coverage campaign in Indonesia. Design/methodology/approach Viral marketing content is formulated based on the feelings of the target market toward social health insurance. Qualitative content analysis was conducted to identify the media framing and the audience’s response. Two of the biggest online news websites were analysed to determine the media framing. The audience’s response was identified through a Facebook group discussion. Findings This study shows that negative media framing makes people question the benefit of participating in social health insurance. Considering the local wisdom of Indonesia, helping poor people through social health insurance would be the best viral marketing content. Research limitations/implications Because of the limited number of sources focused on the audience’s responses that have been analysed, the variations in the audience response could not be captured completely. Researchers should also analyse other audience channels (social media and messenger application) besides Facebook. Practical implications The paper includes implications for the future marketing agenda of insurance providers in relation to engaging the community. Originality/value This study operationally introduced how to use the media channel selected and audience framing in designing an effective viral marketing content in health-care marketing.
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Samsunlu, Güliz, and Mehmet Baş. "Viral marketing developing with social media streams and research about IceBucket Challenge viral campaign." Journal of Internet Applications and Management 7, no. 1 (2016): 45–55. http://dx.doi.org/10.5505/iuyd.2016.40427.

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Dahl, Andrew J., Anthony M. D’Alessandro, James W. Peltier, and Eric L. Swan. "Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement." Journal of Research in Interactive Marketing 12, no. 3 (August 13, 2018): 258–73. http://dx.doi.org/10.1108/jrim-04-2018-0051.

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Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend. Findings The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends. Research limitations/implications The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors. Practical implications The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals. Originality/value This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.
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Gupta, Vipul, and Mayank Gupta. "Social Media Mining." International Journal of Business Analytics 3, no. 1 (January 2016): 58–68. http://dx.doi.org/10.4018/ijban.2016010104.

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Social media has gained a lot of importance in this modern high-speed world where people sprint to save every bit of time and money. Social media, considered “big data”, is finding legitimate and practical uses in political campaigns, job applications, business promotion, professional networking, and customer service. The use of data mining social media is reshaping business models, accelerating “viral” marketing, and enabling the rapid growth of grassroots communities. In addition, organizations now rely on social media for interacting internally as well as externally. Industries from manufacturing to retail to financial services, rely ever-more heavily on the use of social media causing an exploding Social Media Mining (SMM) applications market with a growing list of software vendors and consulting firms all jockeying for position in this burgeoning market. This paper is intent on accomplishing a systematic presentation of the body of knowledge in the growing field of SMM.
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Zhang, Yifeng, and Xiaoqing Li. "Relative Superiority of Key Centrality Measures for Identifying Influencers on Social Media." International Journal of Intelligent Information Technologies 10, no. 4 (October 2014): 1–23. http://dx.doi.org/10.4018/ijiit.2014100101.

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Marketers have been increasingly turning to social media for marketing campaigns, including viral marketing. A key step in viral marketing is to identify influencers in order to maximize the reach of a marketing message. Existing research shows that centrality measures, such as degree and betweenness, are effective methods for influencer identification. However, viral marketing models used in different studies vary greatly, making it difficult to compare findings across the studies. In this paper, the authors built an agent-based framework of viral marketing that supports different experiment settings, such as different network structures and information diffusion modes, and used it to study relative superiority of various centrality measures. The results show that relative superiority of the measures are affected by some factors, but not as much by others. Practical implications of the results are discussed.
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Puriwat, Wilert, and Suchart Tripopsakul. "The Role of Viral Marketing in Social Media on Brand Recognition and Preference." Emerging Science Journal 5, no. 6 (December 1, 2021): 855–67. http://dx.doi.org/10.28991/esj-2021-01315.

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Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF
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Petrescu, Maria, Tamara Mangleburg, Selima Ben Mrad, and Kathleen O’Leary. "Reciprocal influences and effects of viral NWOM campaigns in social media." Journal of Marketing Communications 26, no. 7 (November 14, 2018): 685–702. http://dx.doi.org/10.1080/13527266.2018.1545244.

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Attri, Vikas. "Comparative study of Existing Models for Online Social Network." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (April 11, 2021): 483–90. http://dx.doi.org/10.17762/turcomat.v12i2.856.

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Today, Online Social Networks becomes the first choice for businesses to broadcast their campaigns for branding, publicity, strategies, advertising, marketing, social influence and so many other areas. Social Network is a platform for communicating with social actors and Social Media is used by companies for broadcasting information. Online Social Network used by businesses for number of purposes but the primary concern is build new social connections that helps to target most audiences for successful campaign purposes. In OSNs sites the social objects are represented by nodes and the term edge used for connection between nodes under the graph theory. Today Social Network sites have becomes most exploded as compared to traditional sites because of impact of so many influence models over traditional models.Some of popular websites of OSN such as MySpace, Facebook, Flickr, YouTube, Google Video, Orkut, LinkedIn, Live Journal and BlogSpot have great impact on customer when targeting the sales marketing funnel for businesses. Adjacent users sometimes called engaged users tend to have more trust level as compared to random pairs users on the social media sites. Already have so much research that helps to calculate the trust factor using influence modeling. So influence models play a vital role to predict the behavior of the customer that helps to fulfill the goal of the business. The key contribution of this work is study of online social networking models.
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A.M.N.M. Gangananda, L.A.P.C. Perera, P.G.S.S. Pattiyagedara, and W.M.A.H. Bandara. "Examining the Effect of Social Media on Online Reputation Management of Hotels Special Reference to down South Area in Sri Lanka during COVID 19 Pandemic." International Journal of Engineering and Management Research 12, no. 1 (February 28, 2022): 93–100. http://dx.doi.org/10.31033/ijemr.12.1.11.

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Covid 19 has physically halted the world's activities. Almost every industry in the globe has failed, forcing them to choose whether to seize the firm or continue operating. Social media has emerged as a critical role in determining the fate of businesses and sectors. As the most significant force in the new normal, social media has produced a large demand for all sectors functioning throughout the world. Covid 19 has made the globe virtual and permeable, but social media contributes to the world's seamless virtual operation regardless of the field. During covid 19, hotels and tourist businesses that deal with customer satisfaction required to focus extra attention on strengthening their reputation and trust with their customers. In accordance with this, the study's goal is to investigate the impact of social media on hotel online reputation management, with a focus on down south area in srilanka. The purposive sample approach was used to pick a sample of 8 hotels from among hoteliers in the down south area. Thematic analysis was used in the study to assess the results of the hotel interviews. Social media marketing communication mix considered as the parental theme, while, social media marketing strategies, social media sales promotion and social media interactive marketing being the sub themes of the study. The study's key findings demonstrated that facebook and instagram play an important part in preserving and obtaining online hotel reputation, becoming the most powerful elements. Youtube drew less attention because of the time element being mentioned. The hotels have achieved a big and enormous online awareness and online reputation through viral intimacy marketing campaigns and paid advertising in order to optimize their occupancy levels. Viral intimacy marketing has gained significant advantages for hotels in terms of advertising and sales promotion while being the least expensive strategy. This study emphasizes that social media is serving as a lifeline in pandemic scenarios owing of the continuous service provided. Further research on the mediating role of wow and wom marketing and customer brand insistence is required in hotels in order to investigate the influence of social media on online reputation management.
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Wu, Mei, and Zhiqun Chen. "A Study on Job Cognition of Internet Pushing Hands." International Journal of Interactive Communication Systems and Technologies 4, no. 2 (July 2014): 14–32. http://dx.doi.org/10.4018/ijicst.2014070102.

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The so-called “Internet pushing hands” (wangluo tuishou) are participants of promotional information propagation specific to Chinese cyberspace, which is based on a pay-per-post business model and viral marketing. Internet pushing hands operatives utilize paid commentators who under multiple identities post coordinated messages to social media sites according to a prearranged strategy of commentary production and distribution. If the campaign grows through the electronic word of mouth and goes viral, it draws attention of print and broadcast media and creates national news centered on the promoted product, service, or person. This study examines the phenomenon of Internet pushing hands through cognitions of its workforce, i.e., how wangluo tuishou feel about their jobs. Using Q methodology, the authors identify four types of workers employed by Internet pushing hand operations, namely: peripheral, hype-oriented, career-minded, and task-oriented workers. The analysis explicates the ambiguous status of the unregulated Internet pushing hand industry in China and its uncertain future.
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Dissertations / Theses on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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Ilar, Sandra. "The Hunger Games Viral Marketing Campaign : A Study of Viral Marketing and Fan Labor." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-105864.

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This essay examines Lionsgate’s viral marketing campaign for The Hunger Games (Gary Ross, 2012) and the marketing teams’ use of new marketing techniques and the online fan base. The essay also asks the question to what extent the fans’ participation in Lionsgate’s marketing campaign can be called fan labor. The study is based on a film industrial perspective and academic literature that deals with film marketing, the film industry, fandom and digital labor. The material used for the analysis of The Hunger Games marketing campaign is collected from newspaper articles and news interviews with Lionsgate’s marketing personnel. The study shows that although Lionsgate used many new marketing strategies associated with viral marketing, it is problematic to depict these strategies as a wholesale movement from older marketing techniques. It points to the importance of a nuanced understanding of how producers and consumers operate in the digital age with a holistic view on film marketing practices. The study also shows that Lionsgate’s use of the online fan base correspond with many characteristics of fan labor on the internet. It is, however, problematic to establish that this necessarily means that the fans’ contributions to the marketing campaign were exploited or that it demands compensations. The essay argues that the popularity of viral marketing among film studios and their use of fans and fan created content for promotional purposes calls for further investigations.
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Stålnacke, Larsson Richard, and Niklas Odén. "What makes a marketing campaing a viral success? : A descriptive model exploring the mechanisms of viral marketing." Thesis, Umeå universitet, Institutionen för informatik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45659.

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What makes some marketing campaigns so immensely big and well known when they are marketed through social media or with a viral approach? How can a company reach out to customers through viral marketing and how can they make use of today’s social media to achieve it? In this article we will try to understand and further explore what a campaign have to accomplish in order to achieve a viral spread, using a descriptive model which uses a number of factors and terms necessary in order to properly analyze viral marketing campaigns. This model as it stands today is at its first steps towards being a tool for producers to incorporate in their analytic research and design process when creating viral campaigns.
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Mou, Jessie Boxin. "Study on social media marketing campaign strategy -- TikTok and Instagram." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/127010.

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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020
Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 39-41).
Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.
Thus, the writer aims to provide companies with recommendations on developing their social media strategies through this research. In order to achieve the goal, the author first reviewed and referenced research completed to understand how social identity theory, individualism vs. collectivism cultures impact consumers' buying behaviors; investigated how co-creation, virtual community transformed consumers' interaction with one and another; and compared consumers' different reactions to content marketing, sponsored content together with user generated content. With understanding of previous research, the writer then focused the study on beauty industry and leveraged beauty industry as a representation to study social media strategies that companies should deploy . She used empathy interview, case studies to understand how consumers behave to different social media marketing programs and made her recommendations to companies developing their social media marketing strategy.
Companies should first align on their short term and long term marketing goals and evaluate if its brand and product are suitable to be marketed through these social media channels. Then the company need to decide on which step of the marketing funnel are they trying to improve on in order to select the correct marketing strategy. Lastly, companies should establish its own consumer persona in order to finalize which KOLs to work with and how much budget they have for the social media marketing campaigns.
by Jessie Boxin Mou.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Malec, Etienne. "Digital Marketing and Social Media in a Crowd Funding Campaign." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198797.

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The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.
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Bubela, Oleksandra. "Marketing Tools: Development and Implementation in Social Media." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-191762.

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The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Larsson, Tom. "Kan jag bli viral?" Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20056.

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Integrationen av sociala medier i dagens samhälle har bidragit till framväxten av en mersammankopplad och global värld. En värld som erbjuder fler tekniska möjligheter än tidigare, men som även bidrar med nya utmaningar. En av dessa utmaningar är hur man ska agera för att bli positivt utmärkt på den alltmer konkurrensutsatta arbetsmarknaden. Denna studie syftar till att angripa denna utmaning genom att undersöka hur den sociala applikationen Instagram kan användas som en kanal för personlig marknadsföring. Studiens slutsatser, vilka är baserade på en kombination av resultat från litteraturstudier samt kvalitativt inriktade intervjuer och innehållsanalyser, tyder på att Instagram kan användas som ett personligt marknadsföringsverktyg. Resultatet av studien indikerar att man bör börja med att klargöra sina unika och attraktiva egenskaper, mål och färdigheter för att skapa sig ett personligt varumärke.Detta varumärke kan sedan kommuniceras på Instagram genom skapandet och applicerande av en intresseveckande markandsföringsstrategi. För att höja chanserna att strategin ska lyckas bör den vara autentisk, tydlig, konsekvent och tilltalande för potentiella arbetsgivare. Resultaten tyder även på att det är viktigt att t.ex. använda hashtags och kommentarer för att skapa positiva interaktioner och uppmärksamhet kring ens varumärke/Instagramkonto. Slutligen bör man även utvärdera resultatet av ens ansträngningar för att se om ens mål blivit uppfyllda.
The integration of social media in today's society has largely contributed to the development of a more accessible and global world. Even if this evolution raises countless possibilities it also creates challenges, one of those is how to become positively distinguished in the increasingly competitive employment market. This study addresses this challenge by investigating how the new and popular social application Instagram can be used as a tool for personal branding. The findings, which are based on a combination of literature reviews, qualitatively oriented interviews and content analysis, concludes that Instagram can be used a personal branding tool. The recommended way to do this is by first clarify one's unique brandable attributes, values and goals by constructing a personal brand. This brand can then be communicated through Instagram by the use of a captivating strategy, which are evaluated and reviewed after some time. This in order to gradually develop the value offered so that the brand remains contemporary and competitive. To increase the chances of succeeding with the strategy, it should be authentic, clear, consistent and appealing for prospective employers. Findings also show that it is important to use e.g. hashtags and comments to create positive interactions and buzz around one's brand/Instagram account.
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Maia, Gabriel Monteiro da Fonseca Leal. "A estratégia do marketing viral no laço social contemporâneo." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/17053.

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Made available in DSpace on 2016-04-29T13:31:10Z (GMT). No. of bitstreams: 1 Gabriel Monteiro da Fonseca Leal Maia.pdf: 598823 bytes, checksum: 35700c02e6514ebcf21024b2cc2f933a (MD5) Previous issue date: 2014-03-28
Conselho Nacional de Desenvolvimento Científico e Tecnológico
The present work had as its main purpose to investigate, under the lacanian psychoanalytic notion of discourse as a form for enjoyment implementation on social bonds, the way in which the modality referred to as "viral marketing" largely employed in the Internet fuses with the technical properties of networked digital media, and its use by the subjects under contemporary capitalist historical context, to yield its diffusing objectives. For such a task, we have first conducted a bibliographical survey, divided into three chapters, and then made an analysis of viral marketing under contemporary social bonds (backed by two cases considered to be successful by professionals in the area). Regarding the researched bibliography, we first establish the relations between capitalism and discourses, sustained by views drawn from Jacques Lacan and other authors in Psychoanalysis. We then focus on the historic developments of strategies for stimulating consumption, especially held by advertising and marketing companies, and their merging with the technical developments of 20th century media and the advent of viral marketing. Later, we investigate the transformations held inside the capitalist mode of production and the abstraction of commodities in brands, examining how these transformations relate to contemporary media system and its use by the subjects. Finally, we place viral marketing under the social bond of the Discourse of the Master, where the market induces the know-how of social network users to spread media content amongst its social circles, propagating both image and brand s name (the virus)
O presente trabalho teve como objetivo principal investigar, a partir da noção psicanalítica lacaniana de discurso como meio de aparelhamento do gozo no laço social, o modo com que a modalidade denominada marketing viral realizada fundamentalmente pela Internet aliase, para colocar em prática seus objetivos, às propriedades técnicas dos meios de comunicação digitais conectados em rede e ao seu uso pelos sujeitos no contexto histórico do capitalismo atual. Para tanto, foram realizados um levantamento bibliográfico dividido em três capítulos e, posteriormente, uma análise do marketing viral no laço social contemporâneo (valendo-se de dois casos considerados bem-sucedidos por profissionais da área). Em relação à bibliografia pesquisada, primeiramente foram estabelecidas as relações entre o capitalismo e os discursos, valendo-se tanto das pontuações de Jacques Lacan quanto de articulações desenvolvidas por outros autores da área da psicanálise. Em seguida, dissertamos sobre o percurso histórico das estratégias de incitação ao consumo presentes na publicidade e no marketing e seu entrelaçamento com o desenvolvimento técnico dos meios de comunicação do século XX até o recente advento do marketing viral. Adiante, tratamos das transformações no modo de produção capitalista e da abstração da mercadoria em marca publicitária, discutindo o modo com que essas mudanças se relacionam com o sistema dos meios de comunicação contemporâneos e seu respectivo uso pelos sujeitos. Por fim, situamos o marketing viral fundamentalmente no laço social do Discurso do Mestre, onde o mercado ordena ao saberfazer dos sujeitos usuários das redes sociais da Internet que replique um determinado conteúdo midiático ao seu círculo de contatos, de modo a produzir a circulação da imagem e do nome da marca (o vírus)
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Botha, Elsie Margaretha. "Contagious Communications : The role of emotion in viral marketing." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150888.

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The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. With the ever increasing growth of the internet and the rise of social media and social network sites, viral marketing has cemented itself in the marketing and corporate agenda. However, while there has been a shift in marketing budgets towards online and social media, little is known about how to successfully leverage viral marketing. Consequently, understanding why some videos go viral and others do not is becoming an increasingly popular focus of academic research. This study aimed to answer the following research question: What are the factors that drive the virality of online content?   In an attempt to answer this exploratory research question, four papers were used to look at its constituent parts. In the first paper, the role of emotion in the sharing of online content was investigated. Rime’s social sharing of emotion theory was used to explain why emotion could drive the spread of content online. We suggested that people’s propensity to share viral content was a function of the intensity, sociality and complexity of the emotion elicited by the viral content.   The following two papers further investigated the role of emotion in viral marketing by looking at the relationship between content and emotion. Paper 2 used interviews in a qualitative research design to propose a decision-tree of the interplay between content and emotion in viral marketing. This paper showed that the relevance of the content has an influence on viewers’ emotional response. Paper 3 took a closer look at the relationship between content and emotion by using a two-stage design: First, content analysis was done on the comments of selected YouTube videos. Second, an experiment was used to test the emotions that these videos elicited in respondents, the valence of those emotions, the intensity with which they were felt, as well as various content-related factors (e.g. the creativity and humor used in the videos). This paper looked specifically at the use of political communication in viral marketing and showed that creativity, valence and the intensity of the emotions elicited by the content are key drivers of viral success.   The final and fourth paper culminates in a model for the sharing of content online. This paper built on the findings from the previous papers, but also made use of interviews, and the analysis of a longitudinal dataset to propose a comprehensive model for the spread of content online. The longitudinal dataset was compiled using the top 10 posts from Reddit.com, a viral aggregator website, over the period of 25 days. The comprehensive model shows that there are external, intrapersonal and interpersonal drivers of viral content. The external drivers of viral content are the viral videos themselves (content) and its popularity. The content construct refers to various aspects related to the content itself, for example how informative, creative, humorous etc. the content is. Its popularity, on the other hand, was driven by both WOM and mainstream media reports. The intrapersonal drivers of viral content refer to the emotions that the content elicited in viewers. Viewers’ emotional response to the content was influenced by its relevance, but also by the valence and intensity of the emotion that they felt. Even though some content elicited intense emotions in viewers, some viewers did not share the content and interpersonal drivers of viral content was introduced to the model. These drivers recognise the social aspect of social media, and that content gets shared with large social networks. The model contends that people share viral content with their social networks as a form of online gift giving, out of altruism, or simply to build their own reputation. Finally, we contend that, in this content à emotion à social sharing chain, people share viral content both online and offline, as many respondents simply told their friends about the content (thus prompting them to go and watch the content themselves) or showed them the content themselves. This online and offline sharing of content increased the popularity of the content and a self-reinforcing chain was created, increasing the exponential growth typically associated with viral content.   As consumers are exposed to an increasing amount of marketing messages, and marketing budgets shrink, marketing managers could greatly benefit from better understanding how to more effectively make social media part of their marketing strategy. Viral marketing allows for a low-cost way of communicating marketing messages with great potential for impacting the market. This study ultimately shows what marketing managers can do to increase their chances of viral success, and ends off with a list of managerial recommendations to leverage the external, intrapersonal and interpersonal factors present in viral campaigns.

QC 20140911

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Zupanoska, Biljana. "Social Networking and the Potential Challenges for Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18017.

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Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.

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Books on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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1946-, Jakubowicz Peter, and Cao Chengyu 1987-, eds. Internet mercenaries and viral marketing: The case of Chinese social media. Hershey, PA: Business Science Reference, an imprint of IGI Global, 2014.

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Think before you engage: 100 questions to ask before starting a social media marketing campaign. Indianapolis, IN: John Wiley & Sons, 2011.

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Lincoln, Susan Rice. Mastering Web 2.0: Transform your business using key website and social media tools. London: Kogan Page, 2009.

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Scott, David Meerman. The new rules of marketing and PR: How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J: John Wiley & Sons, 2010.

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Scott, David Meerman. The new rules of marketing and PR: How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J: John Wiley & Sons, 2010.

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The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. 3rd ed. Hoboken, N.J: John Wiley & Sons, 2011.

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Scott, David Meerman. The new rules of marketing and PR: How to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J: John Wiley & Sons, 2010.

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The new rules of marketing and PR: How to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J: John Wiley & Sons, 2010.

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Scott, David Meerman, ed. The New Rules Of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Hoboken, New Jersey: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119172499.

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Penney, Joel. Political Fans and Cheerleaders. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780190658052.003.0004.

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Drawing on stories of citizens who voluntarily participate in the viral marketing of electoral candidates, as well as developments from the 2016 Donald Trump, Hillary Clinton, and Bernie Sanders campaigns, this chapter explores the complex intersection between traditional top-down electioneering and grassroots political promotion that emerges from popular culture. It considers how a fanlike cultural engagement with modern political brands fosters participatory forms of candidate promotion that extend far beyond a campaign’s official digital media outreach. Here, citizen marketers take on the role of cheerleaders for their political “teams,” seeking to model enthusiasm and rally their like-minded peers. This dynamic is becoming particularly important for outsider and insurgent candidates who depend on groundswells of grassroots momentum on social media and elsewhere to achieve electoral success. However, these practices also risk furthering the dynamics of political polarization and partisanship that threaten to divide the polity into self-enclosed and opposing camps.
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Book chapters on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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Tarabasz, Anna. "Campaign planning and project management." In Digital and Social Media Marketing, 123–48. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-9.

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Christov, Alexander, Verena Hausmann, and Sue Williams. "Measuring brand awareness, campaign evaluation and web analytics." In Digital and Social Media Marketing, 296–316. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-16.

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Botha, Elsamari, Michael Karam, Erinma Ogbonna, Kelly Payne, and Beate Stiehler. "How to Impress Social Media Friends: The Social Motivations for Sharing Viral Content." In Rediscovering the Essentiality of Marketing, 243–57. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-29877-1_50.

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Abbas, Amani Al, Sherine Badawi, and Maryam Husain Almahdi. "Toward Successful Social Media Viral Marketing: A Knowledge Management Approach." In The Importance of New Technologies and Entrepreneurship in Business Development: In The Context of Economic Diversity in Developing Countries, 377–89. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-69221-6_28.

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Varma, Vineeth S., Bikash Adhikari, Irinel-Constantin Morărescu, and Elena Panteley. "Optimal Campaign Strategy for Social Media Marketing with a Contrarian Population." In Network Games, Control and Optimization, 241–51. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-87473-5_21.

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Ong, Yi Xuan, Tao Sun, and Naoya Ito. "Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns." In Information and Communication Technologies in Tourism 2022, 110–22. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_11.

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AbstractThe power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.
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Wu, Ying, Malcolm Stewart, and Rebecca Liu. "Social Networking Sites and Marketing Strategies." In Social Media Marketing, 39–72. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch003.

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This chapter begins with an introduction to social networking. The opportunities and challenges of social network sites regarding marketing strategies are discussed and these provide a foundation for exploring viral marketing with regard to the development of online word-of-mouth activities on social networking sites. This chapter explores strategies for successful viral marketing and investigates strategic perspectives of social networking. We look into several types of social networking sites available for consumers to share and access information and experience such as Facebook and Twitter in the context of marketing strategy decision-making. The chapter concludes with an examination of the online marketing mix regarding social network marketing strategy development and a case study (Fiesta Movement Campaign) and methodology is also included to ‘bridge the gap' between the academic theory in this chapter and an example showing how marketers in the industry have taken advantage of social networking sites to promote their business.
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Baruh, Lemi. "Social Media Marketing Web X.0 of Opportunities." In Social Computing, 2305–16. IGI Global, 2010. http://dx.doi.org/10.4018/978-1-60566-984-7.ch150.

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In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.
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Gupta, Vipul, and Mayank Gupta. "Social Media Mining." In Big Data, 2401–14. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9840-6.ch109.

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Social media has gained a lot of importance in this modern high-speed world where people sprint to save every bit of time and money. Social media, considered “big data”, is finding legitimate and practical uses in political campaigns, job applications, business promotion, professional networking, and customer service. The use of data mining social media is reshaping business models, accelerating “viral” marketing, and enabling the rapid growth of grassroots communities. In addition, organizations now rely on social media for interacting internally as well as externally. Industries from manufacturing to retail to financial services, rely ever-more heavily on the use of social media causing an exploding Social Media Mining (SMM) applications market with a growing list of software vendors and consulting firms all jockeying for position in this burgeoning market. This paper is intent on accomplishing a systematic presentation of the body of knowledge in the growing field of SMM.
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Karpasitis, Christos, and Antonios Kaniadakis. "Social Media as Marketing Information Systems." In Trends and Innovations in Marketing Information Systems, 176–95. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8459-1.ch009.

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The chapter discusses the impact of the advent and dominance of Social Media in e-marketing. Drawing on concepts from the Social Sciences and the Information Systems field, we propose an understanding of Social Media as useful Marketing Information Systems, which increasingly support the e-marketing function. More specifically, we explore the changing role of customers who as they become increasingly engaged in the Social Media Ecosystem and form communities of interest around certain products, they assume a more active role in co-creating and spreading marketing messages. To demonstrate this process we discuss the case of branded videos that are developed as part of viral marketing campaigns. We show that branded videos constitute digital objects that combine certain content characteristics (visuals, sound, plot), which create cultural and emotional references that help engage customers and contribute to the video's virality in Social Media.
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Conference papers on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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Kim, Haeng-Kon, and Jin Gwang Koh. "Viral and Social Media Marketing for Business." In Advanced Science and Technology 2018. Science & Engineering Research Support soCiety, 2018. http://dx.doi.org/10.14257/astl.2018.150.02.

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Hendrayati, H., and P. Pamungkas. "Viral Marketing and E-Word of Mouth Communication in Social Media Marketing." In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200131.010.

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Rizki, Ridha Amalia, and Reza Saputra. "THE YOUTH RESPONSE TOWARDS SOCIAL MARKETING CAMPAIGN OF “INDONESIA PLASTIC BAG DIET MOVEMENT”." In World Conference on Media and Mass Communication. The International Institute of Knowledge Management (TIIKM), 2018. http://dx.doi.org/10.17501/medcom.2018.4107.

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Kuznetsova, Elena Vyacheslavovna. "THE MOST APPROPRIATE MEDIA PLATFORMS FOR VIRAL MARKETING IN 2020." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-203/206.

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The article is devoted to the analysis of social platforms for viral marketing in 2020, ways of using them to promote a product or service. Facebook, Instagram and ad placement options are given special attention to social networks such as Facebook and Instagram
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Ziemer, Lisa, Tina Stahlschmidt, and Norbert Kuhn. "Social media in the context of academic marketing: Case study: Evaluation of the Umwelt-Campus campaign." In 2012 Fourth International Conference on Computational Aspects of Social Networks (CASoN). IEEE, 2012. http://dx.doi.org/10.1109/cason.2012.6412396.

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Kim, Juran, Michael Capella, and Ki Hoon Lee. "A SOCIAL MARKETING CAMPAIGN IS IN THE EYE OF THE BEHOLDER: CHOICE EFFECTS ON PERCEIVED INTERACTIVITY AND INVOLVEMENT IN THE SOCIAL MEDIA CONTEXT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.08.01.

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Karczmarczyk, Artur, Jarosław Jankowski, and Jarosław Wątróbski. "Multi-criteria approach to viral marketing campaign planning in social networks, based on real networks, network samples and synthetic networks." In 2019 Federated Conference on Computer Science and Information Systems. IEEE, 2019. http://dx.doi.org/10.15439/2019f199.

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Subagyo, Subagyo, Gesty Ernestivita, Meme Rukmini, and Arthur Daniel Limantara. "The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable." In Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.18-11-2020.2311670.

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PRICOPOAIA, Oana, and Irina SUSANU. "THE IMPACT OF USING SOCIAL MEDIA PLATFORMS IN BUSINESS PROMOTION." In International Management Conference. Editura ASE, 2022. http://dx.doi.org/10.24818/imc/2021/05.10.

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Social media is not just about socializing or interpersonal communication, it is about the transmission of information in order to influence public opinion and to shape a particular consumption behavior. Social media can be considered media of the future because companies promote Internet activity to attract the attention of the target audience. Social media platforms are an effective, interactive, and fast means of communication for both individuals and the legal persons. For companies present in the online environment, the connection with customers is direct, the campaign promotion can be monitored through special digital tools and the results of the campaign are easy to be quantified. In online promotion it is necessary to know the target audience because the message must be customized according to the requirements, constantly updated because the online customer is always stirred towards novelty and be attractiveness, original and relevant to the promoted object. Content transmitted targets a well-defined audience and influences through objective and valuable information. Social media is a tool for social interaction and a form of two-way communication based on online services. Thus, social media marketing must become a priority for all companies that want a successful business, because they can increase the company's notoriety, customer loyalty, improve relationship with the customers and gaining a favorable image in the market.
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Gardašević, Jovana, Marko Carić, and Sandra Brkanlić. "The importance of the Facebook Usage in the Development of Women's Entrepreneurship." In INNODOCT 2021. Valencia: Editorial Universitat Politècnica de València, 2021. http://dx.doi.org/10.4995/inn2021.2021.13296.

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The subject of the paper is to examine the importance of the use of the social network Facebook in women's entrepreneurship with the aim of encouraging the development or improvement of existing business of women entrepreneurs engaged in SMEs, through the use of this modern interactive and marketing tool. The paper is of a general and overview character and aims to inform all interested parties about the importance and manner of using the social network Facebook in the development of entrepreneurial business, by undertaking marketing and promotional activities and by the possibility of establishing cooperation, participation, collaborations and interactions with different partners in their everyday business environment. In the era of digital technologies, social media marketing has a wide development, offering entrepreneurs cooperation and connection with customers. Social media platform is a vital channel for reaching customers for businesses. Facebook is a kind of public space where all initiatives are welcome. Its technology relaxes all the entry barriers for all entrepreneurs, because starting a small business on Facebook does not require digital or legal expertise, entry costs or even a high level of digital literacy. Women's entrepreneurship refers to women or groups of women who discover new economic opportunities and activities, by actively running and managing a business. Using Facebook as a marketing tool to achieve goals, allows women entrepreneurs to gain greater visibility and popularization in the market, while also avoiding facing business inequality. Through the content analysis, the paper points out the attractiveness of the social network Facebook, as a modern digital communication space, which provides fast and viral dissemination of information for various purposes, and thus women entrepreneurs can find their way to their customers or other partners, to promote and sell their products or services, with the ultimate goal of surviving and improving their business.
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Reports on the topic "SOCIAL CAMPAIGN – SOCIAL MEDIA – VIRAL MARKETING"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2002. http://dx.doi.org/10.31899/hiv2002.1001.

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In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. The campaign's intended audience was women in long-term relationships. To avoid the stigma associated with condoms and the prevention of sexually transmitted infections, PSI marketed the female condom as a family planning product under the brand name Care™. Approximately one year after the start of the female condom social marketing campaign, the Horizons Program and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. At the time of the study, the female condom was being marketed in urban Zimbabwe through radio, TV, and print media, and sold through selected sales outlets, including pharmacies, large supermarkets, and convenience stores at a subsidized price. As stated in this brief, the goal of this research was to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution of the female condom in Zimbabwe.
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