How to create Viral content? : The advantage of Virality and Viral Marketing strategies to help spread one’s message
Ruokolainen, Anne (2019)
Ruokolainen, Anne
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060314517
https://urn.fi/URN:NBN:fi:amk-2019060314517
Tiivistelmä
The key purpose for the thesis research was to understand the importance of Virality and Viral Marketing concepts. Understanding the topic will assist businesses and individuals to realise the countless opportunities that arise from the rapid, organic spread of one’s ideas. This will eventually open new possibilities for marketers to spread their message to a larger audience.
The research is based on the secondary data resources applying the Viral theories to the real-life case examples which have gone viral for a reason or another – the cases are analysed and discussed in the end.
The research revealed that virality can be created both offline, though Word-of-Mouth, and online, through digital Viral Marketing. Viral content creates emotion, includes a remarkable information and delivers practical value to the receiver – amongst other contents depending on the message in question. When the viral message takes off online, it will be rather cost effective for a marketer compared to more traditional marketing methods. The interest in the thesis topic arose from the author’s personal interest into what makes some contents highly attractive for larger public. The opportunity that some brand, product, service or an idea can reach massive audiences in short time period of time is significant and should not to be underestimated.
Whatever the willingness to have one’s message disseminated, the author recommends getting familiar with the psychological factors influencing people’s minds and shaping their Consumer Behaviour. In addition, the author recommends using Viral Marketing as an integrated part of the marketing strategy rather than isolated approach. This way viral can increase both brand advocacy and improve brand awareness within mass-markets. It is also recommended to carry a further qualitative primary data research by interviewing digital marketing experts in the future in order to deepen the understanding of viral strategies used in the field of marketing.
The research is based on the secondary data resources applying the Viral theories to the real-life case examples which have gone viral for a reason or another – the cases are analysed and discussed in the end.
The research revealed that virality can be created both offline, though Word-of-Mouth, and online, through digital Viral Marketing. Viral content creates emotion, includes a remarkable information and delivers practical value to the receiver – amongst other contents depending on the message in question. When the viral message takes off online, it will be rather cost effective for a marketer compared to more traditional marketing methods. The interest in the thesis topic arose from the author’s personal interest into what makes some contents highly attractive for larger public. The opportunity that some brand, product, service or an idea can reach massive audiences in short time period of time is significant and should not to be underestimated.
Whatever the willingness to have one’s message disseminated, the author recommends getting familiar with the psychological factors influencing people’s minds and shaping their Consumer Behaviour. In addition, the author recommends using Viral Marketing as an integrated part of the marketing strategy rather than isolated approach. This way viral can increase both brand advocacy and improve brand awareness within mass-markets. It is also recommended to carry a further qualitative primary data research by interviewing digital marketing experts in the future in order to deepen the understanding of viral strategies used in the field of marketing.
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