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What makes a marketing campaing a viral success?: A descriptive model exploring the mechanisms of viral marketing
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

What makes some marketing campaigns so immensely big and well known when they are marketed through social media or with a viral approach? How can a company reach out to customers through viral marketing and how can they make use of today’s social media to achieve it? In this article we will try to understand and further explore what a campaign have to accomplish in order to achieve a viral spread, using a descriptive model which uses a number of factors and terms necessary in order to properly analyze viral marketing campaigns. This model as it stands today is at its first steps towards being a tool for producers to incorporate in their analytic research and design process when creating viral campaigns.

Place, publisher, year, edition, pages
2011. , 20 p.
Informatik Student Paper Bachelor (INFSPB), SPB 2011.20
Keyword [en]
Viral marketing, social media, word-of-mouth, alternate reality game
National Category
Information Science
URN: urn:nbn:se:umu:diva-45659OAI: diva2:433110
Educational program
Programmet för Digital Medieproduktion
2011-06-01, MC 166, Umeå Universitet, Umeå, 13:15 (English)
Social and Behavioural Science, Law
Available from: 2011-08-09 Created: 2011-08-08 Last updated: 2011-08-09Bibliographically approved

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Stålnacke Larsson, RichardOdén, Niklas
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