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7/27/2019 Viral Advertising in Social Media - Maria Petrescu
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Viral advertising in social media
Authors:
Maria Petrescu
Dr. Pradeep Korgaonkar
Florida Atlantic University
Etended A!stract "to !e pu!lished in the proceedings#
Despite the growing potential and interest in the practitioners world related to
viral advertising and marketing, academic research regarding viral marketing and social
media has been sparse, especially compared with other areas of marketing research
(Allsop, Bassett and Hoskins, 2007 Borroff 2000, !teyer et al" 2007#" $here is still a
limited %nderstanding of the viral techni&%e (Borroff 2000, 'raham and Havlena 2007#"
$he st%dies on the viral concept in advertising have not yet clarified the m%ltit%de of
names and definitions, electronic word)of)mo%th*, word)of)mo%se*, viral marketing*,
b%++* and viral advertising* or the effects of the viral concept on the advertising
process and o%tcome"
revio%s research has noted the necessity to st%dy the nat%re, characteristics and
eval%ation or viral advertising and the most efficient %se of comm%nications among
cons%mers as a means of m%ltiplying a brand-s pop%larity (.hi% et al" 2007, !teyer et al"
2007#" /t is beneficial to st%dy how viral advertising works, the contets in which it
performs best and how it infl%ences brand and ad attit%de formation (.r%+ and 1ill 200,
3o+inets et al" 2040#"
4
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A!stract
$he ob5ectives of this st%dy are to a# provide an overview of the past social media
research foc%sing on different aspects of the viral comm%nication, vario%sly termed
electronic word)of)mo%th*, word)of)mo%se*, viral marketing* and b%++*, b# clarify
and analy+e the concept of viral advertising in social media and c# provide a definition to
red%ce the prevailing ambig%ities in the past definitions" $he key differences between all
the forms of new online marketing can be s%mmari+ed in terms of the five key schemes
a# the platforms %sed, b# traditional comm%nication or /nternet, c# their ob5ective, d# type
of message transmitted and e# orientation of the comm%nication" $hese differences are
disc%ssed in order to clarify the n%mero%s concepts related to online marketing"
8
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Viral advertising in social media
%. &ntroduction
/n 499:, ;%st and , 1erg%son 200, orter and 'olan 200?, !teyer, 'arcia)Bardidia and @%ester 2007,
p"29#" $he /nternet has impacted different aspects of the b%siness processes, with
marketing representing a significant part of online b%siness activities (3rishnam%rthy and
!ingh 200>, p"?0>#"
/nternet)based advertising is contin%ally growing while the traditional advertising
media s%ch as $, radio, maga+ines and newspapers are losing terrain in front of the
6eb" $echnology and other factors have significantly evolved and positively affect the
way cons%mers process comm%nications, favoring rapid and efficient information
echange and interactivity (ohnson, Br%ner and 3%mar 200?,3eller 2009#" $he wide %se
of the /nternet has helped managers reali+e the potential of a new technology able to improve the
traditional word)of)mo%th comm%nication, transforming it into an online viral way of
comm%nication with and between cons%mers (Datta et al" 200>#"
Advertising and marketing research st%dies related to the /nternet have mentioned
aspects s%ch as electronic word)of)mo%th*, word)of)mo%se*, viral marketing*, b%++*
and viral advertising* (Dobele, $oleman and Beverland, 200>, %rvetson 4997, orter
and 'olan 200?#"
:
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Among the many benefits of the /nternet for marketing, this viral potential is one
of the most infl%ential" As ;%st and
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$witter and Eo%$%be, is %nbelievable" 1acebook anno%nced in 1ebr%ary 2040 that it
reached :00 million active %sers"
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traditional advertising medi%m and the new social media and c# to provide a definition to
red%ce the prevailing ambig%ities in the past definitions" $he key differences between all
the forms of new online marketing are presented in $able 4"
[please insert Table 1 about here]
As $able 4 shows, the key differences between these concepts can be s%mmari+ed
in terms of the five key schemes a# the platforms %sed, b# traditional comm%nication or
/nternet, c# their ob5ective, d# type of message transmitted and e# orientation of the
comm%nication" $hese differences will be f%rther disc%ssed in the following sections of
this st%dy"
'. (ocial media and advertising
!ocial media incl%des a broad range of online platforms, s%ch as social
networking sites, brand)sponsored virt%al worlds, open virt%al worlds, video and photo
comm%nities, and social news" $hey became powerf%l word)of)mo%th comm%nication
medi%m and changed the way people comm%nicate and keep in to%ch with their social
gro%ps (Anderson, 200, H%ng, 2007#" !ocial media became pop%lar given its advantages
in allowing comm%nication, information sharing, keeping in to%ch with friends and
finding new friends" $he highly s%ccessf%l Eo%$%be allows video sharing, 1acebook and
Cy!pace provide a platform for social networking, $witter allows information and news
sharing, while other more speciali+ed websites, s%ch as inked/n, allow networking with
specific p%rposes (Anderson, 200 $%ten 200#" !ome of them are based on established
networks of friends, while others allow sharing with anyone interested" $%ten (200#
divides social networks into (4# egocentric (1acebook I social networking# and (2# ob5ect
7
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centric (s%ch as Eo%$%be I video sharing#" $he egocentric networks are foc%sed on
individ%als, s%ch as networks of friends, while the ob5ect centered ones deal with ob5ects
s%ch as pict%res or video"
/n this contet, social)media advertising %ses the social comm%nities, s%ch as
social networks and virt%al worlds as an advertising medi%m, 5%st as the $ is %sed by
traditional advertising" !ocial media becomes a marketing channel" However, the r%les of
the game totally change, since the cons%mer is in control" $he advantages of %sing social
media incl%de potential interaction between cons%mers and brands, viral potential of
being diff%sed in short time and for a very low cost (Barefoot J !+abo 2040 ;iegner
2007#" !ocial media also increases the impact of word)of)mo%th within a personKs social
circle" $he interactivity potential and the cons%mer being in control also lead to an
increasing &%antity of cons%mer generated media (iederhoffer et al" 2007#" Brands can
receive a significant 5%mp)start from the viral comm%nication of brand messages, given
the diff%sion range of advertising messages within social media" A friend tells a friend
who tells his friends and so on, the rate increases as the information travels the social
channel" As a message gets transmitted from person to person, the distrib%tion potential
increases eponentially within the social networks ($%ten 200#" /nteractivity, vol%ntary
participation and easy transformation from spectator into actor promote comm%nication,
sharing and cooperation"
/n this st%dy, we will be looking at two of the main players in the market,
1acebook and Eo%$%be" Lach of them represents a different type of social network,
egocentric vers%s ob5ect centric ($%ten, 200#"
1acebookKs pop%larity has increased dramatically lately" 1or marketers, it offers
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n%mero%s tools, from targeted display ads, to personal* company profiles where
companies can share information and attract fans* or friends*" 1acebook Beacon
provides a channel to virally distrib%te information abo%t %ser brand)related activity
(Barefoot J !+abo 2040 $%ten 200#" !ince it incl%des networks of friends, 1acebook
presents a h%ge potential to eponentially increase the distrib%tion of a message"
Fnlike 1acebook, Eo%$%be is an ob5ect centered media, incl%ding %ser)generated
content, generally video" Here is where videos have the highest potential to go viral" /t
presents the option of creating social networks on the site and sharing information and, in
the same time, it is accessible to people o%tside the network or witho%t registration or
creation of a personal profile" Advertisers can post to Eo%$%be and advertise their
information, can let the cons%mers do the viral 5ob by transmitting the information
forward, or can even let posts occ%r organically, thro%gh fans that capt%re video and post
it the site (;iegner 2007 $%ten 200#" Anyway, the level of epos%re and media coverage
potential is significant" Fsing Eo%$%be as an advertising media is m%ch less epensive
than %sing $ commercials" $he cons%mer)generated ads also have the potential to
become viral"
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techni&%es that %se pre)eisting social networks to prod%ce eponential increases in brand
awareness(Datta et al" 200># or electronic, online form of 6#" /t
relies on c%stomers to pass forward the message %sing digital platforms (Helm, 2000#"
Altho%gh the terms are %sed interchangeably in the literat%re, we find differences
between 6#" !econd, we also accept 1erg%sonKs (200# position, that the
difference between viral marketing and 6
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$herefore, viral marketing incl%des the online or offline activities performed by
managers and marketers in order to make the message viral and have electronic 6
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However, the most significant differences between viral marketing and b%++ is
again in terms of process and o%tp%t, as we saw in the case of differentiating between
word)of)mo%th and viral marketing" B%++, 5%st like word)of)mo%th, often times is an
o%tp%t or conse&%ence of viral marketing (Bampo, 200 Dobele et al", 200>#"
arcene% (2007# notes that there are two types of b%++ a commercial type and a
non)commercial type" $he commercial b%++ is fo%nded on marketing strategies that
contrib%ted to its creation and growth, s%pporting the comm%nication echange between
cons%mers, and especially enco%raging opinion leaders to speak o%t"
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it, the e6
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6hile some st%dies %se the term viral marketing and viral advertising
interchangeably, we will attempt to clarify the concept of viral advertising" orter and
'olan (200?# define viral advertising as %npaid peer)to)peer comm%nication of
provocative content originating from an identified sponsor %sing the /nternet to pers%ade
or infl%ence an a%dience to pass along the content to others* (p"29#" 3irby (200?# writes
that viral advertising incl%des creating contagio%s advertising messages that get to be
transmitted from peer to peer in order to increase brand awareness"
/n this contet, we define viral advertising as %npaid online distrib%tion or
comm%nication of advertising content and messages from peer to peer" /t does not
necessarily need to be done in an online platform, however the /nternet offers a
significantly increased potential of an ad becoming viral and being having an
eponentially growing diff%sion rate" /t is m%ch faster and with a m%ch wider reach to
transmit an ad online, either video, a%dio or print (pict%re# format, thro%gh social media,
social networks, e)mail and other platforms" iral advertising incl%des different forms,
the link of a video ad from, for eample, Eo%$%be, being transmitted to peers thro%gh e)
mail or social media"
.lassical viral advertising eamples are the Nwhass%pON viral ad from B%dweiser
or the $ro5an condoms- 200: Nse #"
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f%rther transmit the message" $he cons%mer needs to like the ad eno%gh not only for
himPher to b%y the prod%ct, b%t to also pass the message forward"
iral advertising is personal and even tho%gh it is from an identified sponsor, it
does not mean the companies pay for its distrib%tion" Cost of the classical viral ads
circ%lating online are ads paid for by the sponsor brand, la%nched either on their own
platform (company webpage or social media profile# or on social media websites s%ch as
Eo%$%be" .ons%mers get the page link from there or copy the entire ad and pass if
forward thro%gh e)mail or posting it on a blog, webpage, social media profile"
$here are many disc%ssions on the different antecedents and strategies that make
an ad viral" 1or eample, .r%+ and 1ill (200# notes two viral forms, random and placed,
differing with regards to place mode (paid or non)paid# and whether they incl%de a call)
to)action or not" !tanbo%li (2008# also writes that the key point is for marketers to take
advantage of these propagation opport%nities and be able to respond to the epectations
of /nternet s%rfers" /n the /nternet era, viral advertising is a h%ge opport%nity, especially
for companies who want to take advantage of a low cost advertising sol%tion, however,
there are certain r%les that one m%st respect* (!tanbo%li 2008, p"97#" Coreover, viral ads
can also be %sed for prod%cts that do not benefit of the wow* factor, in order to generate
b%++ on the topic, as long as the marketers are able to come %p with a viral ad (3irby
200?#"
onclusions
/nternet)based advertising is contin%ally growing, while technology and other
factors have significantly evolved and positively affect the way cons%mers process
comm%nications, favoring rapid and efficient information echange and interactivity
4
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(ohnson, Br%ner and 3%mar 200?,3eller 2009#" /n the internet contet, advertising and
marketing research st%dies related to the /nternet have mentioned aspects s%ch as
electronic word)of)mo%th*, word)of)mo%se*, viral marketing*, b%++* and viral
advertising* (Dobele, $oleman and Beverland, 200>, %rvetson 4997, orter and 'olan
200?#"
$his st%dy provided an overview of the past social media research foc%sing on
different aspects of the viral comm%nication, and provided clarification of the definitions
and differences between the vario%s terms %sed in the relation marketing)/nternet
electronic word)of)mo%th*, word)of)mo%se*, viral marketing* and b%++* in order to
clarify the concept of viral advertising"
6e showed that the key differences between these concepts can be s%mmari+ed in
terms of the platforms %sed, traditional comm%nication or /nternet, their ob5ective, type
of message being transmitted, actors and orientation of the comm%nication" 1inally, we
define the key concept of o%r st%dy, viral advertising, as unpaid online distri!ution or
communication o$ advertising content and messages $rom consumer to consumer.
$he definition capt%res the key ingredients of viral advertising and separates it from other
forms of advertising"
49
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1e$erences
Allsop, Dee $", Bryce ;" Bassett and ames A" Hoskins (2007#, 6ord of Co%th
;esearch rinciples and Applications*,Journal of Advertising Research, :7(:#
89):44"
Anderson, !teve (200#, Fsing !ocial etworks to CarketK*Rough Notes, 4>4(2# 44:)
44>"
Arndt, ohan (49?7#, ;ole of rod%ct);elated .onversations in the Diff%sion of a ew
rod%ct,*Journal of Marketing Research, :(8# 294)29>"
Bampo, Ca%ro, Cichael $" Lwing, Dineli ;" Cather, David !tewart and Cark 6allace
(200#, $he Lffects of the !ocial !tr%ct%re of Digital etworks on iral
Carketing erformance,*Information !stems Research, 49(8# 278I290"
Barefoot, Darren and %lie !+abo (2040#,"riends #ith $enefits% A ocial Media
Marketing &andbook%o !tarch ress"
Bay%s, Barry " (49>#, 6ord of Co%th the /ndirect Lffects of Carketing Lfforts,*
Journal of Advertising Research, 2> 84)89"
Borroff, ;yan (2000#, iral Carketing,*'recision Marketing, 20 42"
Brea+eale, Cichael (2009#, 6ord of Co%se" An Assessment of Llectronic 6ord)of)
Co%th ;esearch,*International Journal of Market Research, >4(8# 297)84"
.hi%, H%ng).hang, Ei).hing Hsieh, Ea)H%i 3ao and Conle ee (2007#, $he
Determinants of Lmail ;eceivers- Disseminating Behaviors on the /nternet,*
Journal of Advertising Research:7(:# >2:)>8:"
.r%+, Danilo and .hris 1ill (200#, Lval%ating iral Carketing /solating the 3ey
.riteria,*Marketing Intelligence ( 'lanning, 2?(7# 7:8)7>"
20
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Datta, alto ;", Dababrata " .howdh%ry, Bonya ;" .hakraborty (200>#, iral
Carketing ew form of 6ord)of)Co%th thro%gh /nternet,* The $usiness Revie#,
8(2# ?9)7>"
Derbai, .hristian and oelle anhamme (2008#, /nd%cing 6ord)of)Co%th by Lliciting
!%rprise I A ilot /nvestigation,*Journal of )conomic 's!cholog!, 2: 99I44?"
Dobele, Angela, David $oleman and Cichael Beverland (200>#, .ontrolled /nfectionQ
!preading the Brand Cessage thro%gh iral Carketing,*$usiness &ori*ons,
:(2# 4:8R4:9"
Dobele, Angela, Adam indgreen, Cichael Beverland, oSlle anhamme and ;obert van
6i5k (2007#, 6hy ass on iral CessagesO Beca%se $hey .onnect
Lmotionally,*$usiness &ori*ons, >0 294I80:"
1erg%son, ;ick (200#, 6ord of Co%th and iral Carketing $aking the $emperat%re of
the Hottest $rends in Carketing,*Journal of +onsumer Marketing, 2>(8# 479I
42"
'elb, Betsy D" and !%resh !%ndaram (2002#, Adapting to N6ord of Co%seN,*$usiness
&ori*ons, :>(:# 24)2>"
'illy, Cary ., ohn 'raham, Cary 1inley 6olfinbarger and a%ra Eale (499#, A
Dyadic !t%dy of /nterpersonal /nformation !earch,*Academ! of Marketing
cience Journal, 2?(2# 8)400"
'raham, effrey and 6illiam Havlena (2007#, 1inding the Cissing ink* Advertising-s
/mpact on 6ord of Co%th, 6eb !earches, and !ite isits,*Journal of Advertising
Research, :7(:# :27):29"
'r%en, $homas 6", $alai
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/mpact of .%stomer)to).%stomer 9 ::9 I :>?"
Helm, !abrina (2000#, iral Carketing Lstablishing .%stomer ;elationship by T6ord)
of)Co%seK*,)lectronic Markets, 40(8# 4>)4?4"
Hennig)$h%ra%, $horsten, 3evin " 'winner, 'ianfranco 6alsh, and Dwayne D"
'remler, D"D" (200:#, Llectronic 6ord)of)Co%th via .ons%mer)2"
Henricks, Cark (499#, N!pread the word advertising by word)of)mo%thN, )ntrepreneur,
2?(2# 420)42?"
Hogan, ohn L", 3atherine " emon and Barak ibai (200:#, @%antifying the ;ipple
6ord of)Co%th and Advertising Lffectiveness,*Journal of Advertising Research,
::(8# 274)20"
H%ng, 3ineta H" and !tella Eiyan i (2007#, $he /nfl%ence of e6"
ohnson, 'race ", 'ordon ." Br%ner // and Anand 3%mar (200?#, /nteractivity and /ts
1acets ;evisited" $heory and Lmpirical $est,*Journal of Advertising, 8>(:# 8>I
>2"
%rvetson, !teve and $im Draper (4997#, iral Carketing henomenon Lplained,*
;etrieved April 4>th2040 from httpPPwww"df5"comPnewsParticleU2?"shtml
3eller, 3evin ane (2009#, B%ilding !trong Brands in a Codern Carketing
.omm%nications Lnvironment,*Journal of Marketing +ommunications, 4>(2#
22
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489V4>>"
3irby, %stin and a%l Carsden (200?#, +onnected Marketing The -iral, $u** and .ord
of Mouth Revolution, Llsevier"
3o+inets, ;obert ", 3ristine de alck, Andrea ."6o5nicki and !arah "!"6ilner (2040#,
etworked arratives Fnderstanding 6ord)of)Co%th Carketing in
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Advertising 'la!book 0 'roven trategies and Tested Tactics from the Advertising
Research "oundation, ohn 6iley J !ons, /nc", Hoboken, ew ersey
;eid,Alasdair (200>#, iral Advertising.ampaigns23+ampaign,4:"
;iegner, .ate (2007#, 6ord of Co%th on the 6eb $he /mpact of 6eb 2"0 on .ons%mer
%rchase Decisions,*Journal of Advertising Research, :7(:# :8?)::7"
;ogers, Lverett C" (498#,iffusion of innovations(8rd ed"#, ew Eork 1ree ress
;%st, ;oland $" and ;ichard 6"
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;eview of the $heory of iral !tealth Carketing,*Australasian Marketing
Journal, 47(4# 9)4>"
$homas, 'reg Cet+ (200:#, B%ilding the B%++ in the Hive Cind*,Journal of +onsumer
$ehavior, :(4# ?:)72"
$sai, essica (2009#, ideo is Core than iral 1orget Eo%$%be !ensations and
6ardrobe Calf%nctions,* +RM Maga*ine, 48 8?):2"
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raeger, 6estport .onnectic%t"
6elker, .arl B" (2002# $he aradigm of iral .omm%nication,*Information ervicesJ
2se, 22 8I"
2>
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Appendi
$able 4 Ca5or Llements of Definitions
De$inition Purpose Plat$orm ,!4ect Direction
(ocial media