publication . Master thesis . 2014

Social media: the new tool in firms’ marketing strategies

Geirinhas, Guilherme Guerra Abrantes;
Open Access English
  • Published: 01 May 2014
  • Country: Portugal
Abstract
In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found tha...
Subjects
free text keywords: Social media, Viral marketing, Word-of-mouth, Telecommunications industry
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