This project is all about the desire for control, degree of controllability in online advertisements. We will discuss important topics like Word-of-mouth marketing, Buzz marketing, Viral Marketing, Desirability for Control, Consumer Behaviour, Attitude toward the online advertisement, Attitude toward the brand, Purchase Intention….
The technological paradigm shift has enabled new forms of communication. Consequently, this offers valuable possibilities for marketers in terms of reach, speed and cost-efficiency. Due to similarities with the spread of a virus, the phenomenon of self-replicating content on the web via
Background: During the last years, the boom of the Internet has carried along with it new possibilities for communication, in addition, other technological developments of society together act to form a new reality in which companies have to rethink their means for
One is under continuous influence of commercials and advertisements each day, it has reached to such a level that the end customer are blocking today’s channels. Therefore the authors of this thesis argue that mainstream marketing approaches are getting old, TV commercials
A coming of age of a generation named Generation Y, which holds negative views on commercial messages, has resulted in the need of special marketing methods which are known to be more alternative. Guerrilla Marketing, being such a method holds beneath it