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What makes a marketing campaing a viral success?: A descriptive model exploring the mechanisms of viral marketing
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

What makes some marketing campaigns so immensely big and well known when they are marketed through social media or with a viral approach? How can a company reach out to customers through viral marketing and how can they make use of today’s social media to achieve it? In this article we will try to understand and further explore what a campaign have to accomplish in order to achieve a viral spread, using a descriptive model which uses a number of factors and terms necessary in order to properly analyze viral marketing campaigns. This model as it stands today is at its first steps towards being a tool for producers to incorporate in their analytic research and design process when creating viral campaigns.

Place, publisher, year, edition, pages
2011. , 20 p.
Series
Informatik Student Paper Bachelor (INFSPB), SPB 2011.20
Keyword [en]
Viral marketing, social media, word-of-mouth, alternate reality game
National Category
Information Science
Identifiers
URN: urn:nbn:se:umu:diva-45659OAI: oai:DiVA.org:umu-45659DiVA: diva2:433110
Educational program
Programmet för Digital Medieproduktion
Presentation
2011-06-01, MC 166, Umeå Universitet, Umeå, 13:15 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-09 Created: 2011-08-08 Last updated: 2011-08-09Bibliographically approved

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fulltext(934 kB)9797 downloads
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Stålnacke Larsson, RichardOdén, Niklas
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf