Word of mouth marketing in the digital agea case study analysis of viral marketing campaigns

Resumo

The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the purchase decision. Marketers understood the importance of word of mouth as a new strategic communication channel and started to anchor word of mouth techniques to the overall marketing strategy. Advertising has become a conversation business: the new marketing challenge is to create an engaging and sharable content that could expand and resonate within consumers’ networks. The more people talk about your brand, the more the likelihood to win harsh competition and increase sales. But how word of mouth marketing works? What make a marketing campaign a viral success? This work aims to provide a comprehensive analysis of word of mouth marketing theory and further investigate the key variables of viral marketing. Following the research question 'how companies design efficient viral campaigns?' the underlying dissertation adopts a descriptive model and a multiple case study approach (Coca Cola Zero and Dove) in order to provide insights and suggestions for viral marketing practices. Considering the findings of the research, a new framework is presented in order to show the most important stages that affect the creation, development and outcome of viral campaigns.

Ficha do documento

Tipo

Dissertação

Ano

2013

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/11317

Temas

EconomiaTecnologia

Palavras-chave

Marketing campaignsInternational marketing practicesBoca a bocaPropagandaCiência políticaMídia socialMarketing viralComércio eletrônicoPropaganda boca a bocaComportamento do consumidorRedes sociais - Aspectos econômicos