Primarily, a review on theoretical foundations and the history of Viral Marketing is shown. Based on this a variety of different definitions were analysed to set up a practical definition for this thesis. 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 from which to analyse Viral Marketing within social networking sites and detect useful information for the practical use of Viral Marketing. The results of the analysis show the accelerating influence of social networking sites and other factors regarding the effectiveness of Viral Marketing. In addition, specific characteristics which make Viral Marketing messages appealing, as well as the preferred types of Viral Marketing messages are illustrated and should help to understand how to create and design an effective Viral Marketing Campaign.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background
- Objective
- Approach
- Literature Review
- Etymological Roots of Viral Marketing
- Evolution of Viral Marketing
- Theoretical Foundations
- Word-of-Mouth
- Electronic Word-of-Mouth
- Epidemiology
- Memetics
- Diffusion of Innovations Theory
- The Tipping Point
- Social Networks
- Conclusion
- Defining Viral Marketing
- Amplitude
- Characteristics
- Communication
- Carrier of Information
- Diffusion-Channels
- Message and Content
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master thesis aims to analyze the effectiveness of Viral Marketing within social networking sites. It explores the historical development and theoretical foundations of Viral Marketing, defines its key characteristics, and identifies its potential targets and effectiveness measurement approaches. The thesis also investigates the impact of social networking sites on Viral Marketing and explores how to design effective campaigns.- Evolution and theoretical foundations of Viral Marketing
- Defining characteristics and targets of Viral Marketing campaigns
- Measuring the effectiveness of Viral Marketing
- The influence of social networking sites on Viral Marketing
- Designing effective Viral Marketing campaigns
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the stage by providing the background, objectives, and approach of the thesis. It discusses the growing importance of social networking sites and the need to understand the effectiveness of Viral Marketing within this context. The literature review chapter traces the etymological roots and evolution of Viral Marketing. It then delves into the theoretical foundations, exploring various theories like word-of-mouth, electronic word-of-mouth, epidemiology, memetics, diffusion of innovations theory, the tipping point, and social networks. This section aims to provide a comprehensive understanding of the theoretical frameworks underlying Viral Marketing. The chapter then focuses on defining Viral Marketing, examining its amplitude, characteristics, and potential targets. It discusses the role of communication, carrier of information, diffusion-channels, and message and content in creating successful Viral Marketing campaigns.Schlüsselwörter (Keywords)
This thesis focuses on the following key concepts and themes: Viral Marketing, social networking sites, word-of-mouth, electronic word-of-mouth, diffusion of innovations theory, effectiveness measurement, campaign design, target audience, communication, message content, and online marketing.- Quote paper
- Sven Wilde (Author), 2012, Viral Marketing within Social Networking Sites, Munich, GRIN Verlag, https://www.grin.com/document/210773
