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1.3 Research Objectives
a. Examine the effects that viral marketing can make to a company, associate with case study-----UK MySpace
b. Access to customers attitude and reactions to viral marketing through primary and secondary data analysis

c. Find out the effects of viral marketing for a company’s success at last.

Chapter 2 Literature Review
2.1 The Background and Development of Viral Marketing
Marketing is a social process which satisfies consumers' needs. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers' future needs and expectations, often through market research (Frenzen and Nakamoto, 1993). This view was supported by Eugene (1998) who believed that marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Pamela (2000) pointed out that traditional marketing is the marketing techniques that are used for many years, it mainly using mediums such as, television, newspaper, telephone and radio. Nowadays, there are many new technologies are used to replace the traditional mediums to do promotions: Internet, multimedia mobile phone, blogs and so on. These new mediums can help marketers to reach more customers and cut cost.
This view was supported by Wegert (2004) who believed that the traditional mediums do not work effective as before, they make many audiences feel boring and many offers what they dislike. Customers want to see something new and soothing, really make them interesting and happy, so the new mediums may work effective and can catch their eyeballs (Anderson, 1998, pp104-141).
These years, more and more people like to surfing on internet (Wangenheim, 2007). This situation leads to many marketers focus on internet to promote their products and services. Especially, young people prefer using internet to traditional mediums. For a company’s future development, holding the young people now can make them get a big market share in the future (Bayus, 1985). So to make good use of the internet to do promotion is vital for many companies, especially the company which rely on internet to do business.

There are many advantages to use internet as an advertising medium: message can change quickly and easily; create own page cheaply; low cost; direct sales possible and so on (McWilliams, 2000). Base on its advantages, more and more companies choose to use internet to do advertisings. Several main online promotion techniques are recognized by marketing researchers, viral marketing will be the focus of this research as it can reach mass consumers in a short time with a low cost.

2.2 From WOM to Viral Marketing
During the last decade, customer satisfaction and perceived service quality have been important topics in the marketing literature. This is due to the empirically verified belief that increases in satisfaction and quality will finally result in higher profitability (Wangenheim, 2007). Over the past 10 years however the focus of research on satisfaction and quality has slowly shifted from understanding how “service quality perceptions and satisfaction judgments” are formed to a more “outcome-oriented 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。