摘要:Viral marketing is a powerful strategy for both marketers and recipients to benefit from the helpfulness of individuals in social networks. However, success viral marketing strategy depending on the recognition of the strong need for influencers to be viewed as knowledgeable helpers in the social network rather than as agents of the marketer.
sure and influence (Hogon, Lemon and Libai, 2004). Nalor (2002) claimed that viral marketing is a marketing tactic relying on some aspects of the system to promote itself as initial targets pass the promotion on to others.
Depend mostly on Hogon, Lemon and Libai’s perspectives, the current article views viral marketing as the process of encouraging honest communication among consumer networks, and it focuses on email as the main channel.
One example of viral marketing is encouraging current and potential customers to tell others about a company's products and services, and then encouraging those others to tell even more consumers, make the information go forward continuously (Subramani and Rajagopalan, 2003 ). These strategies like viruses, can take advantage of rapid multiplication to explode the message to thousands even to millions customers in a short time.
“The term viral marketing is also used to refer to stealth marketing campaigns—the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm”(Hennig-Thurau, Gwinner, Walsh and Gremler,2004, pp 95). Out of the internet, viral marketing has been described as “word of mouth”, “creating a buzz”, “leveraging the media”, “network marketing”. However, on the internet, whatever, it was called “viral marketing” (Helm, 2000, pp 57-71).
Datta, Chowdhury and Chakraborty (2005) used the term as “network-enhanced word of mouth” to describe the then high innovative marketing strategy of the free email service Hotmail. For other words, such terms as propagation, aggregation or organic marketing are used. Successful viral marketing is characterized as “strategies that allow an easier, accelerated, and cost reduced transmission of messages by creating environments for a self-replicating, exponentially increasing diffusion, spiritualization, and impact of the message”. (Hogan, Lemon and Libai, 2001)
2.4. Forms and Categories of Viral Marketing
2.4.1 Forms
There are many forms of viral marketing; these include images, jokes, reality TV show transcripts, digital video clips, e-cards, interactive microsites, advergames, and alternative reality games (Modzelewski, 2000). The list is continuously growing as the development of viral marketing.
2.4.2 Categories
There are several ways to categorize viral marketing. First, difference between “intentional and unintentional message” delivery and used a “motivational classification”. Secondary, difference is between “service-based and incentive-based”. In the first situation, viral effect was decided by the quality of offer, another one means that company uses monetary incentive to stimulate customers so that they would pass on an advertiser’s message. Base on the differences between private and public recommendation, the categorization between “high (active) and low (passive) integration strategies are varying in the degree of requiring the consumer’s activity in passing on the ‘virus’ ”. (Source from Goldenberg, Libai and Muller, 2001, pp 209-257)
2.5 Viral Marketing in B2B
Beside the explanation of viral marketing base on B2C, many authors get another similar definition for it on B2B side.
In B2B, viral marketing means the rapid spread of a message about a new product or service, in a similar way to the spread of a virus (Yang and Allenby, 2003). Viral marketing can be word o
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