ISSN: 1509-0507
eISSN: 2353-2874
OAI
Issue archive /
ZN 850 PZFiM nr 37
Marketing wirusowy w przedsiębiorstwach usługowych
(Viral Marketing in Services Market)
| Authors: |
Joanna
Kos-Łabędowicz
Uniwersytet Ekonomiczny w Katowicach |
| Keywords: | viral marketing Internet advertisement |
| Data publikacji całości: | 2015 |
| Page range: | 12 (121-132) |
Abstract
The goal of this paper is to describe how service-providing enterprises could make use of viral marketing, based on select examples of past viral marketing campaigns. The paper uses descriptive method and source analysis to present a specific type of word of mouth on-line – viral marketing – and its applications. A model of designing an efficient viral marketing campaign is presented as well, along with two positive applications in advertising services and one negative one. Viral marketing is an interesting tool for enterprises – and used for at least a decade now – especially that a successful campaign can involve and cause interest of large groups of Internet users.
Download file
Article file
Bibliography
| 1. | Altof P., The Top 10 Viral Marketing Campaigns of All Time, http://www.branded3.com/ blogs/the-top-10-viral-marketing-campaigns-of-all-time/ (13.08.2014). |
| 2. | Cruz D., Fill Ch., Evaluating Viral Marketing: Isolating the Key Criteria, „Marketing Intelligence & Planning” 2008, Vol. 26, No. 7, www.emeraldinsight.com/02634503.htm (11.08.2014). |
| 3. | Cruz D., Fill Ch., Ocena skuteczności marketingu wirusowego, „Marketing i Rynek” 2009, nr 9. |
| 4. | E-Marketing w akcji, czyli jak skutecznie wzbudzić pożądanie klientów i zazdrość konkurencji, red. K. Pankiewicz, Helion, Gliwice 2008. |
| 5. | Jak oswoić pasożyta, „Media & Marketing Polska” 2011, nr 3 (394). |
| 6. | Konopka B., Kopij F., Foltyński W., Czy można stworzyć skuteczny viral?, „Brief” 2012, nr 5 (151). |
| 7. | Kulmala M., Mesiranta N., Touminen P., Organic and Amplified eWOM in Consumer Fashion Blogs, „Journal of Fashion Marketing and Management” 2013, Vol. 17, No. 1, www.emeraldinsight.com/1361-2026.htm (3.08.2014). |
| 8. | Leśniewska A., Reklama internetowa, Helion, Gliwice 2006. |
| 9. | O’Brien C., Burger King Lets People Sacrifice Friendships for Whoppers, http://thefutureofads.com/burger-king-lets-people-sacrifice-friendships-for-whoppers (13.08.2014). |
| 10. | O’Reilly K., Marx S., How Young, Technical Consumers Assess Online WOM Credibility, „Qualitative Market Research: An International Journal” 2011, Vol. 14, No. 4, www.emeraldinsight.com/1352-2752.htm (3.08.2014). |
| 11. | Peveto A., KLM Surprise, How a Little Research Earned 1,000,000 Impressions on Twitter, http://www.digett.com/2011/01/11/klm-surprise-how-little-research-earned1000000-impressions-twitter (13.08.2014). |
| 12. | Pitta D., Providing the Tools to Build Brand Share of Heart: Gydget.com, „Journal of Product & Brand Management” 2008, Vol. 17, No. 4, www.emeraldinsight. com/1061-0421.htm (7.08.2014). |
| 13. | Podlaski A., Marketing społecznościowy. Tajniki skutecznej promocji w Social Media, Helion, Gliwice 2011. |
| 14. | Ryan D., Jones C., Najlepsze kampanie marketingu cyfrowego, Oficyna a Wolter Kluwer business, Warszawa 2011. |
| 15. | Żaba R., Specyfika marketingu usług, Zeszyty Naukowe MWSE w Tarnowie. Marketing 2001, nr 4, http://zn.mwse.edu.pl/ebooki/4/63-72.pdf (12.12.2014). |