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

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

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Bibliographic Details
Author / Creator:Wilde, Sven, author.
Imprint:Hamburg [Germany] : Diplomica Verlag Gmbh, 2014.
Description:1 online resource (pages .)
Language:English
Subject:
Viral marketing.
Social networks -- Marketing.
Viral marketing.
Electronic books.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/12398336
Hidden Bibliographic Details
ISBN:9783842849228
3842849222
384289922X
9783842899223
Notes:Includes bibliographical references.
Print version record.
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.
Other form:Print version: Wilde, Sven. Viral marketing within social networking sites 384289922X
Table 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.

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