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- Title
AN EFFECTIVE VIRAL MARKETING STRATEGIES.
- Authors
Ristevska-Jovanovska, Snezana
- Abstract
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it's called "viral marketing." Some viral marketing strategies work better than others. The basic elements you hope to include in your viral marketing strategy need not contain all these elements, but the more elements it embraces, the more powerful the results are likely to be: gives away valuable products or services, provides for effortless transfer to others; scales easily from small to very large; exploits common motivations and behaviors; utilizes existing communication networks; takes advantage of others resources. The aim of the research in this paper is to determine the impact of viral making strategies to the customers' decision making process to buy a product for sport activities. The survey was conducted on a random sample of highly educated respondents from Generation Y (1977-1994), active and intensive Internet users and social networks. Researched hypotheses (1) Inconvencional forms of marketing (viral and guerrilla marketing) has a bigger impact on the customers decision making process to buy products for sport activities than advertisements on television and radio is confirmed; (2) Customers more often send promotional videos, images or text to others through e-mail or social networks, than they receive videos, pictures or text via e-mail or social networks by others is not confirmed; (3) Viral campaigns, as a form of promotional activity has a bigger impact than guerrilla marketing on the customers decision making process to buy products for sport activities is confirmed.
- Subjects
VIRAL marketing; EXPONENTIAL functions; INTERNET; MULTILEVEL marketing; GUERRILLA marketing
- Publication
Research in Physical Education, Sport & Health, 2017, Vol 6, Issue 1, p11
- ISSN
1857-8152
- Publication type
Article