Viral marketing within social networking sites : the creation of an effective viral marketing campaign / Sven Wilde.

Format:

Book

Author/Creator:

Wilde, Sven, author.

Language:

English

Subjects (All):

Viral marketing.

Marketing--Social aspects.

Marketing.

Social media.

Internet marketing.

Public relations.

Physical Description:

1 online resource (94 p.)

Edition:

1st ed.

Place of Publication:

Hamburg : Diplomica Verlag, 2014.

Language Note:

English

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

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

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

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed February 14, 2015).

ISBN:

9783842849228

3842849222

OCLC:

902418321