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Öppet eller dolt?: En studie om viral marknadsföring på Youtube
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Purpose

The purpose of this thesis is to examine the Swedish students’ habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys. The surveys collected quantitative information. Then the information was summarized and analyzed giving consideration to validity and reliability and compared to prior scientific research. The study was then reviewed to determine ways to replicate it with alternative methods.Result and conclusion

The authors found that it was not a big difference in the spreading behavior of the consumers in terms of open versus hidden viral videos. The study shows that the companies should rather go with open viral videos because they will gain more brand exposure. If they use hidden videos they will have to be very careful when they construct the video, otherwise the customer might miss the connection between the plot and the brand or product. The study also concludes five important factors to make a Youtube-video go viral. Humor is the most important followed by unexpected events, exceptional talent, shocking events and excitement.Keywords: Viral marketing, Youtube, Product placement, Stealth marketing

Place, publisher, year, edition, pages
2011. , 89 p.
Keyword [en]
Viral marketing, Youtube, Product placement, Stealth marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13334OAI: oai:DiVA.org:lnu-13334DiVA: diva2:428623
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-01 Created: 2011-06-30 Last updated: 2011-07-01Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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