This study points out the need to implement as many strategies as possible (slogan, jingle, symbols, slogan), but that is not enough. The authors have come to the conclusion that viral marketing does have an effect on brand awareness and it will positively influence the buying decisions of the consumers. For this empirical research data is collected through field survey with the help of questionnaire to know opinion of peoples towards viral marketing messages and its impact on their choices. The purpose of the research is to investigate the influence of viral marketing messageson brand awareness and consumers buying decisions. It is very powerful technique to be used to increase brand awareness of the organization. The rapid growth of digital media helps businesses to spread viral messages to the mass market like viruses. it becomes very easy to deliver the messages for the marketers which they wanted to deliver to their target. With the availability of various types of media such as radio, television, newspapers, direct mail etc. Today's marketing strategies formulated by marketers around the globe is flooded with mass marketing and consumers are continuously exposed to different brands through various mediums. Needless to say that this is an exploratory study, meant for the marketers and academicians concerned about the phenomenon of virality online. In this paper, we try to identify mechanism behind such viral videos. Third, those forwarding the messages will be more likely to know which if their friends have similar interests and thus more likely to view the message, hence more effective targeting. Second, the act of forwarding electronic messages is voluntary rather than a paid testimonial and thus may be viewed more favourably by the recipient. First, it incurs very little expense since the individual passing on the referral carries the cost of. Viral videos have become an increasingly potent force, capable of catapulting products from obscurity to runaway successes.There have been many instances of firms trying to use viral marketing to build awareness about their products or services as it offers three main advantages to a firm. In addition, it outlines the components of agent- based models for simulating OSN communication processes and demonstrates the necessary steps by examples. The paper describes an integrated process for collecting and analyzing the required data. In this paper, a systematic procedure for preparing and implementing such a model is developed. This requires both a valid simulation model and a set of real world data serving as input for the model. Agent-based social simulation (ABSS) provides approaches to overcome existing restrictions, e.g., privacy settings, and to develop a framework for the dynamic analysis of communication processes, e.g., for evaluating or testing OSN marketing strategies. communication processes and for predicting the success of a campaign have several shortcomings with respect to this change of communication. However, existing empirical approaches and theories for analyzing the dynamics of social media. While companies benefit from this, i.e., through viral marketing campaigns, they are also challenged by negative phenomena, like Twitterstorms. The omnipresence of information technology and the increasing popularity of online social networks (OSN) has led to a change in communication behavior.
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