publication . Bachelor thesis . 2011

What makes a marketing campaing a viral success? : A descriptive model exploring the mechanisms of viral marketing

Stålnacke Larsson, Richard; Odén, Niklas;
Open Access English
  • Published: 01 Jan 2011
  • Publisher: Umeå universitet, Institutionen för informatik
  • Country: Sweden
Abstract
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 des...
Subjects
ACM Computing Classification System: ComputerApplications_COMPUTERSINOTHERSYSTEMSGeneralLiterature_MISCELLANEOUS
free text keywords: Viral marketing, social media, word-of-mouth, alternate reality game, Information Systems, Systemvetenskap, informationssystem och informatik
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