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Viral Marketing

其他書名	A Success Story of Reaching Generation Y Consumers
出版	King's College London, 2011
URL	http://books.google.com.hk/books?id=VFtwMwEACAAJ&hl=&source=gbs_api

註釋Viral marketing has been a concept largely discussed in the literature as well as in the practitioners' circles recently. Nonetheless, the serendipity and unpredictability of this wide-reaching and low cost communication medium remains a vital issue when executing such campaigns. The inability to determine the factors causing viral effect keeps academics and marketers attempting to unravel the key ingredients to its success. -- This paper takes a new approach to the issue by examining viral campaign success factors from the reduced perspective of Generation Y users. By narrowing down the audience target segment more precise conclusions can be drawn on the factors influencing favourably Generation Y forward behaviour. Moreover, from a commercial perspective the interest towards this generation group grows as they increase their spending power. -- The success factors being examined on Gen-Y respondents are separated in four main perspectives - the message, the messengers, the receivers and the environment. A number of variables such as the online medium, entertainment, interaction, emotional triggers, self-enhancement, sense of duty, mood, time etc. aid in building a conceptual model to guide the research in discovering the main motivators for Gen-Y users to participate in viral activity. -- Through interviewing Gen-Y consumers, the research found that interaction and entertainment motivators have the highest influence on respondents forwarding behaviour. Furthermore, individualistic motives such as self-representation and self-enhancement are largely linked to viral material mainly through the use of social networks, which opens a big door of opportunity for viral campaigns.