VIRAL MARKETING: A STUDY OF “DO IT FOR MOM” AND “THE UNIQUE CONNECTION” CAMPAIGN

Mohammad Howeidi & David Nguyen

Studenteropgave: Semesterprojekt

Abstrakt

Advancements in communication technology has given rise to the new phenomenon of viral marketing. Virality has become the new buzzword organizations desire and marketers adopt. The fundamental goal remains the same that is to increase awareness of a product or service. With this in mind, the objective of this study is to explore viral marketing through a content and receptiom analysis, so that marketers can gain a better understanding of how and which elements have driven two selected viral videos. This project presents a cross-sectional study of two data set in the form of videos. The Spies Travel video campaign “Do it for Mom” that was launched in 2015 exemplify the extensive outreach of potential consumer that social media can attract through viral marketing. The viral video is analyzed according to a framework of audience reception, mapping out the specific dimensions that led to the campaign’s success. Then cross-referenced with Pandora’s campaign “A Unique Connection” which has employed different driving elements as well as been exposed to a substantially larger audience. Semi-structured themed interview is used to support arguments throughout. Comments generated on social media is analyzed true to Hall’s Encoding/Decoding, which is extended with Schrøder’s dimensions of audience reception. The research specifies on the information required to address and understand viral marketing, designs the method for collecting information, managing and implementing the data collection process, analyze the results, and communicates the findings and their implications. Keywords: Viral Marketing, Word of Mouth (WOM), Audience Reception, Spies Travel “Do it for Mom”, Pandora Jewelry “A Unique Connection”

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogEngelsk
Udgivelsesdato25 maj 2016

Emneord

  • Audience Reception
  • Viral Marketing