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 social networks and word-of-mouth is commonly referred to as viral marketing. Even though this phenomenon is becoming more frequently used by companies to increase brand awareness and improve brand attitude, there is little academic research on the subject. The objective of this study is to identify factors that affect consumer attitude and behaviour, following the exposure to a viral video, as well as studying how these features interact. In contradiction to previous research on adjacent areas of study, the result indicates that contextual factors do not influence neither the attitude towards the message nor the intention to share it with others…
Contents
1. INTRODUCTION
1.1 Background
1.2 Problem Area
1.3 Purpose
1.4 Delimitations
1.5 Definitions
1.6 Previous Research and Expected Contribution
2. THEORETICAL FRAMEWORK
2.1 Communication Effects Model
2.2 Context
2.2.1 Social Proof
2.2.2 Sender-Recipient Relationship
2. 3 Content
2.3.1 Attitude
2.3.2 Behaviour
3. METHODOLOGY
3.1 Choice of Subject
3.2 Scientific Approach
3.3 Experimental Design
3.3.1 Sample of Respondents
3.3.2 Sample of Videos
3.3.3 Construct of Survey
3.4 Pre-studies
3.4.1 Classification of Products
3.4.2 Pre-test Survey
3.5 Analytical Tools
3.6 Research Quality
3.7 Sources of Information
4. ANALYSIS AND RESULTS Content is King Rune & Vinberg
4.1 Hypotheses Testing
4.1.1 Contextual Factors
4.1.2 Attitude
4.1.3 Behaviour
4.2 Conclusion
5. DISCUSSION AND IMPLICATIONS
5.1 Motivational Factors Influencing the Intention to Share a Viral Video
5.2 Additional Communication Effects
5.3 Critique
5.4 Suggestions for Further Research
6. REFERENCES
7. APPENDICES
Author: Helene Vinberg, Lena Rune
Source: Stockholm School of Economics