| Description |
1 online resource (94 pages) |
| Contents |
Viral Marketing within Social Networking Sites; Executive Summary; Table of Contents; List of tables; List of Illustrations; List of Abbreviations; 1 Introduction; 1.1 Background; 1.2 Objective; 1.3 Approach; 2 Literature Review; 2.1 Etymological Roots of Viral Marketing; 2.2 Evolution of Viral Marketing; 2.3 Theoretical Foundations; 2.4 Defining Viral Marketing; 2.5 Setting Up a Viral Marketing Campaign; 2.6 Classification of Viral Marketing; 3 Viral Marketing in Social Networks; 3.1 Method; 3.2 Survey Results; 3.3 Reflecting the Research Questions; 4 Conclusion; 4.1 Limitations; 4.2 Outlook |
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Reference ListAppendices; A1. List of Authors of Definitions and characterisations of VM; A2. Fragmentation of VM Definitions; A3. Customer Loyalty Ladder; A4. WOMMA types of WOM Marketing; A5. Survey Introduction Page; A6. Survey -- Stage 1; A7. Survey -- Stage 2; A8. Survey -- Stage 3; A9. Survey -- Stage 4; A10. Survey -- Demographic Data |
| Summary |
Primarily, a review on theoretical foundations and the history of Viral Marketing is shown. Based on this, different definitions were analysed to set up a practical definition for this study. Thereafter, possible targets of Viral Marketing are illustrated, followed by necessary elements of Viral Marketing campaigns and finally by an approach to measure the effectiveness. By means of an online questionnaire, a survey was conducted to collect empirical data. These data provide information about Viral Marketing within social networking sites and detect useful information for the practical use of |
| Notes |
Print version record |
| Subject |
Viral marketing.
|
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Marketing -- Social aspects
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Social media.
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Internet marketing.
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Public relations.
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social media.
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public relations.
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Internet marketing
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Marketing -- Social aspects
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Public relations
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Social media
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Viral marketing
|
| Form |
Electronic book
|
| ISBN |
9783842849228 |
|
3842849222 |
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