Increasing brand equity through viral marketing Marketing essay
This movie went viral through the social communities and so the marketing strategy encompassed two worlds: the real world and the electronic world. Finally the final step was announced. The Real Ads by Real Women competition, where consumers created their own advertisements for a new product and the winning commercials would be broadcast Abstractly. The article analyzes three models to identify the causal combinations of social media use. management that lead to an improvement in brand awareness and the brand respectively. 3. Blogging: Although written content is often overlooked in the age of visual media, it can be just as viral. Compelling articles, combined with powerful images, can generate enormous traffic and increase a brand's visibility. Example: BuzzFeed's Good Food. The increasing use and effectiveness of social media influencers in marketing have intrigued academic scholars and industry professionals alike. To shed light on the foundations and trends of this contemporary phenomenon, this study conducts a systematic literature review using bibliometric content analysis to map the existing ones. We explore how companies can create word-of-mouth and social contagion through viral features in their products and marketing campaigns. To econometrically identify the effectiveness of different viral traits in creating social contagion, we designed and conducted a randomized field experiment in which. 4. The advent of the Internet has brought several challenges and opportunities for marketers. Marketers have found more innovative methods to communicate effectively with their target audience, and viral marketing is one of these methods. This study attempts to explore the interrelationships between viral marketing. Considering that brand image and brand equity are important assets of any company, the aim of this dissertation is to find out how this new form of marketing affects a brand's image. Increasing brand value through brand personality. Introduction. Since the publication of Marketing Behavior and Executive Action in Alderson, 1957, the importance of consumers as individually motivated decision makers has been recognized. This claim gives rise to discussions about consumer motivation, Abstract. Viral marketing uses electronic communications to activate brand messages across a widespread network of buyers. The process is often portrayed as a random phenomenon over which marketers have little control. But an examination of successful cases of viral marketing reveals a number of strategies, summaries and figures. social media has had an impact on all types of businesses and marketing in terms of promoting brands and increasing their equity. This study aims to identify, evaluate, summarize and. Viral marketing is a trend that can grab consumers' attention through social media. This study aims to determine the effect of viral marketing and brand image on purchasing decisions. The main objective of this dissertation is to identify the key factors that influence brand equity, and explore the brand equity of mobile phones through viral media, as the concept of branding is important. In the second part, we used a well-defined interview protocol to investigate the following aspects of meme marketing: a. the factors taken into account when designing the content of a meme, i.e. how the professionals used the humor, genre and selected format and,