Conclusion

2014 ◽  
pp. 235-263
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Viral Marketing ◽  
The Internet ◽  
Chinese Characteristics ◽  
Unique Model

This chapter concludes that Internet mercenary marketing in China which has been investigated in a detailed manner throughout the book represents a unique model of integrated viral marketing strategy on the Chinese Internet. Being an indispensable part of the IPR business, the Internet mercenary strategy attests to the tenet of viral marketing by taking ingenious approaches to build up a momentum of communicative influence over social media on the Internet by managing a network of paid posters (“water army”) and a multitude of virtual personas. It is viral marketing riddled with “Chinese characteristics.”

scholarly journals Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

2021 ◽  
Vol 13 (2) ◽  
pp. 20
Author(s):  
Evelina Francisco ◽  
Nadira Fardos ◽  
Aakash Bhatt ◽  
Gulhan Bizel
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Online Survey ◽  
Video Conferencing ◽  
Marketing Mix ◽  
The Internet ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
The Impact ◽  
Made In

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

scholarly journals An Overview of Digital Marketing Practices in India

2020 ◽  
Vol 3 (9) ◽  
pp. 66-70
Author(s):  
S. Mahalingam ◽  
B. Ashokkumar
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Mobile Devices ◽  
Digital Marketing ◽  
Business Success ◽  
The Internet ◽  
Web Based ◽  
Business World ◽  
Customer Expectations ◽  
Business Web

The most popular businesses adopt the Internet, not simply as another advertisement tool or marketing instrument. It is seen as a mechanism for transforming the companies and changing everything about the way computers and mobile devices function to serve their customer better and to connect with their suppliers. In short, digital marketing has sparked a business world revolution by pushing out some old established players and rising new leaders. The winners discover new market possibilities, enhanced ways to develop work and better ways to manage and run their companies. Despite this, the digital marketing entrepreneurs still have to take care of their clients and earn a profit to remain in the business. Web-based business success requires the entrepreneur to strike a balance between creating a digital marketing strategy that utilizes the strength of the Internet and meeting customer expectations of convenience and service. Consumer's present use of mobile devices, social media and search engines have led to developing integrated social –local-mobile strategies (SOLOMO). Entrepreneurs may use the SOLOMO strategy effectively as customers enhance their online activities by extensively using these three methods.

Social Media and Viral Marketing in China

2014 ◽  
pp. 24-64
Keyword(s):  
Social Media ◽  
New Media ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Media Environment ◽  
Telecommunication Technology ◽  
Chinese Characteristics ◽  
Wireless Telecommunication

Social media, a range of various new communication applications based on Internet and wireless telecommunication technology, provide a new media environment for marketing. This chapter first reviews literature about social media and social media marketing, specifically viral marketing. It then provides an overview on the development of social media in China, followed by a detailed description of a popular form of social media – microblogs. In the last section, some Chinese characteristics of social media marketing are briefly summarized.

scholarly journals Viral Marketing

2019 ◽  
Vol 1 (1) ◽  
pp. 123-130
Author(s):  
Ghina Ramadhani
Keyword(s):  
Marketing Strategy ◽  
Case Studies ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
The Internet ◽  
Internet Media ◽  
Use Of The Internet

Increasing use of the internet by millennials is a phenomenon that needs to be adapted to. The advertising-marketing world is no exception. Responds to the phenomenon has been varying, for example there’s a new category for advertising media besides Above The Line and Below The Line; Through The Line Media. Through The Line occurred to define internet media which has the quality of both above the line and below the line medias. Another form of adaptation to this situation exists in the form of marketing strategies; that is viral marketing. Viral marketing is a strategy that is only relevant in internet media. This paper will try to explain the kind of impact made from this marketing strategy, and its effectiveness on millennial target audiences by using some case studies on the brand, Go-Jek. 

scholarly journals Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru

Humaniora ◽  
2011 ◽  
Vol 2 (2) ◽  
pp. 1193
Author(s):  
Rosidah Syaukat ◽  
Ekky Imanjaya
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Opinion Leader ◽  
Viral Marketing ◽  
Unique Characteristic ◽  
Goods And Services ◽  
Buzz Marketing ◽  
Key Opinion Leader

New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia. 

scholarly journals Pengaruh Viral Marketing Video Promosi Instagram terhadap Keputusan Pembelian Konsumen Bakso Goreng iONG

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 358
Author(s):  
Velia Velia ◽  
Diah Ayu Candraningrum
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Significance Test ◽  
Viral Marketing ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Current Development ◽  
Descriptive Approach ◽  
Promotional Video ◽  
Descriptive Method

Current development is driving a growth for technology and media in marketing strategy. One of the marketing strategy is viral marketing. Viral marketing could be a strategy to do a promotion for delivering information from sales to consumer by social media. This research conducts to find out about whether there is any effect of viral marketing Instagram promotion video on consumer purchase decision Bakso Goreng iONG. This study uses a descriptive approach in descriptive method, with the amount of 114 respondents who were the viewers from Instagram promotion video and have purchased Bakso Goreng iONG product. The result of this research mentioned, by significance test partial effect, shows that viral marketing individually has an effect on purchasing decisions. One of the supporting component to running viral marketing is buzz, which is the content, ideas and topics from the promotional video submitted. With an interesting and clear topic about information from Bakso Goreng iONG, made the consumer has an interest to buy Bakso Goreng iONG product. Perubahan zaman mendorong adanya perkembangan teknologi dan media dalam melakukan strategi pemasaran. Salah satunya adalah viral marketing, yang dapat dilakukan sebagai strategi untuk menerapkan promosi guna menyampaikan informasi dari pemasar pada konsumen lewat media sosial. Penelitian ini berfungsi untuk mengetahui adakah pengaruh viral marketing video promosi Instagram, terhadap keputusan pembelian konsumen pada produk Bakso Goreng iONG. Metode deskriptif merupakan pendekatan yang digunakan dalam penelitian ini, dengan total jumlah 114 responden yang merupakan penonton dari video promosi Instagram, dan telah membeli produk Bakso Goreng iONG. Hasil penelitian menyebutkan, lewat uji signifikasi pengaruh parsial, menunjukkan hasil bahwa viral marketing secara individual memiliki pengaruh terhadap keputusan pembelian. Salah satu komponen dalam mendukung berjalannya viral marketing adalah buzz/content, yang merupakan isi, ide dan topik dari video promosi yang disampaikan. Dengan topik yang menarik dan jelas mengenai informasi dari produk yang dipasarkan oleh Bakso Goreng iONG, membuat konsumen tertarik untuk membeli produk Bakso Goreng iONG.

scholarly journals The Use Of Social Media In Building Interest In Wellness On A College Campus

2012 ◽  
Vol 5 (5) ◽  
pp. 515-524 ◽  
Author(s):  
Joseph A. Field ◽  
Dennis J. Elbert ◽  
Steven B. Moser
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Turning Point ◽  
Pilot Project ◽  
College Campus ◽  
The Internet ◽  
Marketing Plan ◽  
Fitness Center ◽  
Social Media Networks ◽  
Use Of Social Media

The usage of social media networks, such as websites like Facebook, Twitter, and YouTube, had become the number one activity on the internet by 2010. The sweeping increase in usage led organizations to explore the marketing possibilities the networks offered. The turning point occurred when organizations began to ask whether it was feasible to use social media networks as a primary marketing strategy and reduce or ultimately replace traditional marketing efforts. A pilot project focused on a marketing plan that was implemented at a student fitness center, using social media networks as the primary marketing strategy.

Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions

2021 ◽  
pp. 66-75
Author(s):  
Asmat Nizam Abdul-Talib ◽  
Sana Arshad
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Low Cost ◽  
Purchase Intentions ◽  
Viral Marketing ◽  
The Internet ◽  
Target Market

The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.

STRATEGY FOR CONTEMPORARY BUSINESS ENVIRONMENT-An analysis of tools and media for the development of Marketing strategy

2020 ◽  
pp. 278-285
Author(s):  
Dr. K C Prashanth ◽  
Dr. Veena M
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
New Technologies ◽  
Business Environment ◽  
Digital Marketing ◽  
The Internet ◽  
Marketing Social ◽  
Traditional Marketing

Businesses are taking multifold strides as time passes by, which may be due to the range of opportunities offered by the internet and other technologies. The new technologies have provided marketers with new ways of promoting their products or services to the customers. The paper dodges the traditional marketing media with the new ones and looks at marketing tools which can be used to create a successful e-marketing strategy. The paper also tried to analyse different e-marketing mediums using Porter’s 5 forces and SWOT (strengths, weaknesses, opportunities and threats) analysis. KEYWORDS—e-business, e-marketing, strategy, digital marketing, social media, Porter’s 5 forces, SWOT analysis

scholarly journals GOOD PRICE MANY GOLD DEMANDS

2020 ◽  
Vol 18 (3) ◽  
pp. 298
Author(s):  
Ari Susanto ◽  
Suwartono Suwartono ◽  
Sri Lestari
Keyword(s):  
Social Media ◽  
Global Economy ◽  
Quantitative Research ◽  
Internet Marketing ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Purchasing Decisions ◽  
Business World ◽  
The Face

The uncertainty of the global economy and the corona outbreak, gold is the most sought after investment alternative. Therefore, when compared to other types of investment the value of gold is relatively more stable. In fact, the price of gold tends to continue to rise. But now the physical sales of gold are threatened to fall because people avoid crowded places. As a result, no one came to the gold shop. Internet marketing is a new form of business in marketing products or services and building communication with consumers through the internet. The use of internet marketing as a marketing communication medium is influenced by the increasing development of communication technology, especially the internet. The internet has changed the face of the world today, especially in the business world, the internet is fast becoming the most important part of people's lives. This study aims to determine the effect of social media marketing and viral marketing on gold purchasing decisions at Macan Gold Sidoarjo. This type of research is quantitative research which is the process of determining knowledge using the form of numbers in data. This research produces SPSS output that social media marketing and viral marketing have a significant positive effect on purchasing decisions, the use of appropriate the core of forming viral marketing is social media marketing. Consumers who like and are satisfied with promotions in social media marketing and taking viral marketing moments have an impact on gold purchasing decisions at Macan Gold Sidoarjo.

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