The Evolution of Viral Marketing to Improve Business Communication

Abstract

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 new advantages and opportunities; then start a process of change aimed at adapting the organization to a model that is able to fully exploit these phenomena. Or they could choose to ignore them, distance them, close their eyes, pretend they do not exist, convince themselves that they are only transitory phenomena of a technological nature and lacking relevance for the business. 
 
 The goal of the work is to verify how the viral marketing instrument can help improve and strengthen business communication. In fact, by now, there are many companies that have decided to support and, in some cases, replace traditional communication with online communication.

Customer Engagement Usaha Kuliner; Kontribusi Marketing Content dan Efek Viral Marketing Campaigns

“…Viralitas atau viral marketing campaigns menjadi sebuah fenomena yang dapat digambarkan layaknya virus dalam strategi pemasaran online, fenomena ini menjadikan viral marketing campaigns dengan mudah tersebar ke masyarakat dan dapat menunjukkan efek yang luar biasa bagi pemasaran produk khusunya pengenalan dan kesadaran akan produk (Andini, 2014). Menurut Granata & Scozzese (2018) bahwa sarana digital media sosial dengan mudah meningkatkan word of mouth secara berlebihan dan cepat yang dapat memberikan kontribusi pada engagement produk jika dijadikan sebagai materi pemasaran. Viral marketing campaigns dalam pemasaran digunakan sebagai alat yang paling ampuh untuk meningkatkan kinerja pemasaran khususnya kedekatan dengan pelanggan (Riani & Samatan, 2020).…”

“…Viral marketing campaigns yang dirancang untuk memperkuat pengaruh marketing content terhadap customer engagement justru menunjukkan hasil yang tidak sesuai dengan hipotesis yang ada. Hasil ini tidak mendukung penelitian yang dilakukan oleh Granata & Scozzese (2018) yang menyatakan bahwa penggunaan viral marketing campaigns pada content marketing efektif untuk meningkatkan kedekatan pelanggan sebagai word of mouth. Juga berbeda dengan penelitian yang dilakukan oleh Syahidah (2021) yang juga memanfaatkan kampanye viral dalam materi pemasaran untuk menambah kedekatan dan kepercayaan konsumen dalam pembelian produk.…”

Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

“…The ability to communicate and transfer value is very important for a company (Granata & Scozzese, 2018). In practice, companies will try to inform, involve, persuade, and directly or indirectly trigger consumer awareness toward their products (Haryani et al, 2015;Hendrayati & Pamungkas, 2018).…”

Digital Communication Tools: E-Wom in the Tourism & Hospitality Industry

“…From a research point of view, most research on the use of information technology and ecommerce in the tourism industry focused on analyzing the consumer point of view [12][13][14][15], paying less attention to the proposed point of view.…”

“…For this reason, the management of the impact of e-WOM is a research field to be developed [19,20]. The present research aims to describe the condition of the e-WOM as a communication tool, the profile of the managers who use it, the reasons of its use and the benefit it provides to management [12].…”