Social and attitudinal determinants of viral marketing dynamics

Camarero, Carmen; José, Rebeca San

doi:10.1016/j.chb.2011.07.008

Cited by 70 publications

(56 citation statements)

References 39 publications

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“…Pojedinci mogu deliti mišljenja i informacije sa drugima mnogo lakše nego ikad pre, a uz to besplatno. Ovo je dovelo do situacije u kojoj klijenti žele više uticaja nego ikad pre [11].…”

Section: Istorija Viralnog Marketingaunclassified

“…U periodu kada potrošači prikazuju sve manje poverenja u firme i njihove reklamne poruke, komunkacija od osobe do osobe se pokazuju veoma popularnom, pogotovo zbog činjenice da je izvor (koji komunicira ili prenosi poruku) poznat primaocu poruke, utičući na potrošačeva uverenja. Ipak, evolucija interneta, imejla, i druge generacije veba (web 2.0, izgrađen od svih za sve, takav da ga mnogi smatraju društvenim ili demokratskim), kao i društveni mediji uopšte (Facebook, Twitter, Blogger, i dr.), doveli su do toga da fenomen viralnog marketinga dobije gigantske proporcije [11].…”

Section: Istorija Viralnog Marketingaunclassified

“…Marketing menadžeri mogu da biraju tri različita načina za započinjanje svoje kampanje viralnog marketinga [19]:  Imejl strategija  Strategija onlajn reklamiranja  Strategija oflajn reklamiranja Da bi se sprovela strategija viralnog marketinga potrebno je adekvatno sprovesti sledeće korake [11]:  Kreiranje strategije i ideje koja će se širiti -potrebno je jasno definisati ideju, cilj i krajnje rezultate kampanje.  Kreiranje prilagođenog sadržaja -odabrati medijum i pripremiti poruku u skladu sa zahtevima tog medijuma.…”

Section: Načini Sprovođenja Strategije Viralnog Marketinga Na Internetuunclassified

“…Kao krucijalne prednosti oni su naveli sledeće:  Finansijski aspekt  Brzina difuzije  Prenos od osobe do osobe  Domašaj publike Isti autori, kao potencijalne rizike za primenu viralnog marketinga su naveli:  Moguć negativni uticaj (negativan povratni efekat)  Zavisnost od potrošača  Nedostatak zakonskih standarda  Nedostatak etičkih standard 5. ZAKLJUČAK Činjenica da lestvica sa mogućnostima viralnog marketinga može biti praktično neograničena, čini viralni marketing veoma primamljivom opcijom u marketinškima aktivnostima svakog brenda [11]. Međutim, pri angažovanju viralnog marketinga za širenje informacija od osobe do osobe, marketing menadžeri takođe moraju da shvate da ta tehnika ne sme da se smatra samostalnim čudotvorcem.…”

Section: Načini Sprovođenja Strategije Viralnog Marketinga Na Internetuunclassified

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Modern marketing approach: Concept of viral marketing

Mihailovic¹,

Tanaskovic²

2017

Tehnika

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Section: Istorija Viralnog Marketingaunclassified

Section: Načini Sprovođenja Strategije Viralnog Marketinga Na Internetuunclassified

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Modern marketing approach: Concept of viral marketing

Mihailovic¹,

Tanaskovic²

2017

Tehnika

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“…The term viral marketing describes any strategy which encourages individuals to spread a marketing message on these networks, thereby creating potential for exponential growth in the exposure and influence of this message (Camarero & San José, 2011). Research on viral marketing focuses on two distinct phenomena: i) the production of marketing content and design of a reproduction strategy for that content; and ii) spontaneous dissemination of the message through electronic WOM, often without control over the nature or content of that message (Swanepoel, Lye, & Rugimbana, 2009).…”

Section: The Fundamental Characteristics Of Empirical Studies On Viramentioning

confidence: 99%

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

Almeida

Costa

Limongi

et al. 2016

RBGN

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Purpose -The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site. Our research is founded on recent studies which categorize posts on Facebook.Design/methodology/approach -Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable.Findings -Two hypotheses were supported. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables.Originality/value -Previous studies using the platform did not categorize posts created by brand fans/followers. Our typology is a quantitative improvement in relation to studies with similar objectives. Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts.

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Triplex modeling of the political messages consumer behavior in social networks

Sobhanifard

Sadatfarizani

2018

J of Consumer Behaviour

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Purpose This paper explores a triplex model of the political messages consumer behavior in social networks, combining the use of Delphi method, exploratory factor analysis (EFA), and an artificial neural network (ANN). Design/methodology/approach The study has 3 phases. In the first phase, the Delphi method is employed, and 24 motivations for the forwarding a political message with a social media are identified; these motivations are used to develop the model in the second phase. Finally, in the last phase, an ANN is used to rank the motivations to determine their priority. Findings The EFA model explored includes 5 factors that have a positive effect on the level of political messages forwarding with a social network. These are Public view, Performance of Party, Disclosure, Interests and Destruction. Results from the use of an ANN indicate that the main variables in political messages forwarding are showing the relative candidate commitment to ethics (Commitment to ethics) and showing the appropriate scientific level of the relative candidate (Appropriate scientific level). From the results of the EFA model, it is clear these 2 variables are components of the factor of the Public view. Practical implications Political marketer, politicians, and political analyst can use our findings and model to satisfy their political messages consumer' needs and enhance their vote market and electoral success. The public view in the political message gets a very important role in its forwarding. They should show in their political messages that the relative candidate has commitment to ethics and has appropriate scientific level. They must create more message with this studies priorities and avoid produce the low priority characteristics of message of this study. Originality/value For the first time, the main contribution of this study is to shed light on how political messages in social network is forwarded and how political messages consumers think about political messages in the social network?

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Social and attitudinal determinants of viral marketing dynamics

Cited by 70 publications

References 39 publications

Modern marketing approach: Concept of viral marketing

Modern marketing approach: Concept of viral marketing

“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

Triplex modeling of the political messages consumer behavior in social networks

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