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Marketing content going viral: What are the factors that may boost virality?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Viral marketing allows companies to promote their products and services using very small budgets and the viral ad can be considered the holy grail of digital marketing. In this light, the aim of this study is to discuss the main factors in the existing literature that are considered to boost virality and articulate a summarized Virality Theoretical Model. The empirical study included in this thesis involves the monitoring of an actual ad and an assessment of whether it went viral or not and if it follows the guidelines of the Virality Theoretical Model. The empirical study showed that the ad did not go viral and did not include and display all the attributes proposed by the Model. This further indicates, in regards to theory as well as for marketing executives and advertising practitioners, that virality is a complex phenomenon that depends on several different factors involving both content characteristics and dissemination.

Place, publisher, year, edition, pages
2016. , 55 p.
Keyword [en]
viral marketing, going viral, virality, video ad, content characteristics, viral dissemination, factors that boost virality
National Category
Media Studies
Identifiers
URN: urn:nbn:se:uu:diva-298116OAI: oai:DiVA.org:uu-298116DiVA: diva2:944617
Subject / course
Digital Media
Educational program
Master Programme in Social Sciences
Supervisors
Examiners
Available from: 2016-06-30 Created: 2016-06-29 Last updated: 2016-06-30Bibliographically approved

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Thesis_Mavridou_Melissanthi(633 kB)225 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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  • apa
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