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Importance of viral marketing
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Introduction
Viral marketing has been defined as “the process of getting customers to pass along a company's marketing message to friends, family, and colleagues” (Laudon & Traver, 2001, p. 381). Similar to a virus, information about the company and its brand, product or services is transmitted to potential buyers who then spread the information along to other potential buyers in an exponentially growing way, often through the use of social media applications (Dobele, Toleman, & Beverland, 2005; Lindgreen & Vanhamme, 2005).
With the introduction of electronic media, these networks are created much more rapidly to assist the interconnections between firms and potential buyers (De Bruyn & Lilien, 2004; Gruen, Osmonbekov, & Czaplewski, 2006). The growth and evolution of internet, allows electronic peer-to-peer referrals as an important phenomenon, therefore marketers are recognizing this opportunity and are jumping on the viral marketing bandwagon. The goal of viral marketing is to make use of consumer-to-consumer (or peer-to-peer) communications to spread information about the product or service, which will lead to faster and cost effective adoption by the market (Krishnamurthy, 2001).
Adding on, with the endless development of technology, from the firm’s perception as well as brand awareness and communication, the power has shifted from a one-way communication to a two-way communication between company and customers. This whole new approach of a two-way communication has introduced the concept of word-of-mouth (WOM) marketing (J. Larson, R. (2009):3). Moreover, according to Jure Leskovec, the increasing use of WOM has justify that it will affect the chances of consumer buying a product, from the feedback or information the custo...
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...erry, and Niranjan Raman (2004), "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, 44 (4), 333-48.
Porter, Lance and Guy Golan (2006), "From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising," Journal of Interactive Advertising, 6 (2).
Purcell, Kristen (2010), The State of Online Video. Washington, DC: Pew Internet & American Life Project.
Smith, T., Coyle, J. R., Lightfoot, E., & Scott, A. (2007). Reconsidering models of influence: The relationship between consumer social networks and word-of-mouth effectiveness. Journal of Advertising Research, 47(4), 387—397.
Young, D. G. (2008). The privileged role of the late-night joke: Exploring humor’s role in disrupting argument scrutiny. Media Psychology, 11, 119-142.
Humor is not traditionally thought of as a necessity in media; however, humor is an excellent vehicle for bringing to attention problems or changes that need to be made in society. In Alain de Botton’s 2004 book, Status Anxiety, he correctly argues that humorists, the messengers of news that might be too dangerous to say directly, play a vital role in society. Humor’s role in society has shown its importance in delivering messages to society through satirical writings, stand up comists and hosts of television programs.
When writing a joke, a comedian must often consider which subjects can and cannot be joked about. As our contemporary society becomes more politically correct, people have become more defensive about their own beliefs and morals. Most people love comedy laughter. But when the topic of the joke goes against their own convictions, it loses its humor. As sensitivity to certain topics increases, comedians have needed to adjust their delivery of jokes. Comedians can use a variety of delivery tactics to lighten the mood of a heavy topic. In some ways, addressing controversial subjects comically can actually produce more laughs than the light-hearted, fun-loving topics that used to be prominent in comedy. Comedians ask themselves if there is a specific
According to Everything’s an Argument by Andrea A. Lunsford and John J. Ruszkiewicz, “Humor has always played an important role in argument.” (38). Humor itself is something that activates amusement or laughter. Moreover, in popular culture, satire is a tool that is used to point out things in our society. Satire opens the minds of people to philosophies they might completely deny, using humor.
In Alain de Botton’s book, Status Anxiety, he argues that the aim of humorists is not solely entertainment, but also to convey a message that isn’t always okay to state directly. There are many places where his argument can apply. Even with humor, some topics are still too controversial to joke about; However, in most cases, humor can lighten things up and make it easier to discuss topics that otherwise would not be as easy to talk about without heavy arguments. There are many cases that would make his argument true. There are many examples that support his argument, and that help to show the importance of humor in arguing, including cartoons, comics, works of literature, and also when thinking of hosts of television programs.
Prendergast, G., Ko, D., & Siu Yin V., Y. (2010). Online word of mouth and consumer purchase intentions. International Journal Of Advertising, 29(5), 687-708
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons.
In article “The influence of e-word-of-mouth on travel decision-making: Consumer profiles”, it says that the presence of e-WOM brings more choices and information to tourism from a wide range of users (Hernández-Méndez, Sánchez-Fernández & Muñoz-Leiva 2015). Another advantage is social media tools are considered a more credible source of information because those who generate the content have no vested interest in the companies. According to Wu and Wang, “if users trust the comments and opinions of others in the online environment, it will positively affect their trust and attitude towards the brand and their purchase intent.” (as cited in The influence of e-word-of-mouth on travel decision-making: Consumer profiles
Internet advertising is at an all time high, and consumers are attracted to products that they can get more information on over the Internet. Also, "buzz" promotion can be created efficiently via Internet.
Richins, M. (2009, September 28). Negative Word of Mouth by Dissatisfied Consumers: A Pilot Story. American Marketing Association. Retrieved January 23, 2014, from http://onemvweb.com/sources/sources/Neg
Lam, D., Lee, A. and Mizerski, R. (2009) 'WORD-OF-MOUTH COMMUNICATION AS HELPING BEHAVIOR', Journal Of International Marketing, 17(3), pp. 55-70 [Online]. Available at: www.researchgate.net (Accessed: 12 May 2014).
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
The omnipresence of online social networks in today’s world has reversed the traditional ‘push-pull’ marketing model that fashion retailers were previously accustomed too. Social networks have prominently impacted the fashion industry by creating a two-way interactivity between companies and consumers and enabling brands to reach customers on a global level at a minimal cost (Lee, 2009). Blogs, virtual communities and online social networking sites have empowered ‘regular’ people from all over the world by providing them with a voice that has the potential to impact other millions of consumers’ purchase decisions (Mangold & Faulds, 2009). According to a recent report by the Search Engine Journal, 72% of all Internet users now connect through social media, with 23% of facebook users accessing their page at least five times a day (Jones, 2014). This reflects the prominent place social media has taken in people’s daily lives, hence explaining why 86% of marketers in 2013 indicated placing a very high value on social media for their business (Stelzner, 2013). According to Nielson, a leading global information and measurement company, approximately 46% of online users count on social media when making a purchase decision (Nielson, 2013). As a matter of fact, one-third of shoppers surveyed in a study by the Advertising Research Foundation (ARF) revealed that a brand or product was discovered through social media and that the later influenced their opinions during the buying process (Quinn, 2013) and 72% of consumers trust online recommendations as much as real-world personal recommendations (Olenski, 2012).
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.