ISSN: 2450-775X
eISSN: 2543-5574
OAI
DOI: 10.18276/miz.2018.54-07
Issue archive /
nr 4 (54) 2018
Viral Marketing Communication for Brand
| Authors: |
Beata
Tarczydło
AGH University of Science and Technology, Faculty of Management Anna Kondak AGH University of Science and Technology, Faculty of Management Adrian Konior AGH University of Science and Technology, Faculty of Management |
| Keywords: | viral marketing communication viral generating activity online effectiveness of marketing communication brand |
| Data publikacji całości: | 2018 |
| Page range: | 13 (89-101) |
| Klasyfikacja JEL: | M30 M31 M37 D83 |
Abstract
In the current new economic reality, the marketing experts can and should use internet as the powerful information and communication, as well as sales channel. The article aims at providing an overview of viral marketing communication related to the brand in the internet, from the theoretical and empirical perspective. The research methodology covered literature studies, secondary research, including internet resources, case studies of viral campaigns for selected brands, and primary research by means of an online survey. Results of conducted research prove the attractiveness, effectiveness, and growing role of viral communication campaigns associated with various brands on the internet. They produce various benefits, such as creation of brand community, generating activity on-line, publicity effect, creating positive experience for stakeholders, enhanced satisfaction and closer participant-brand relationship, as well as measurable sales results.
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