Viral Marketing and Buying Behaviour - Thesis Example

This essay discusses the various components of viral marketing, such as buzz advertising, word-of-mouth, e-communications, and others, in order to show how viral marketing really works.

This essay examines the appeal of viral marketing and the problems linked to viral marketing efforts. With consideration of how the opportunities and threats of viral marketing vary from those of a traditional method, the essay discusses why viral marketing is an appropriate tool for organizations in the Czech Republic. This essay reviews viral marketing and argues that it is created so that promotional materials and messages will be spread quickly in a cost-effective way. It thoroughly described different major components for a productive viral marketing technique.

*images taken from Google pictures Thesis Statement: Because of the remarkable growth in e-communications, such as mobile phones and the Internet, viral marketing has become an important component of the marketing communications strategy in numerous organizations. Buzz advertising, word-of-mouth, e-mail direct marketing, wireless or mobile advertising, and online advertising and promotions are useful strategies to strengthen and improve viral marketing communications instruments. Viral marketing can improve awareness, enhance customer response, motivate product trials, and build brand equities.

The natural interactivity of viral marketing grants them a powerful position in marketing communications strategy. Undoubtedly, in the future, the role of viral marketing will become increasingly essential, and new media and technologies will come out. Yet, marketers should always bear in mind that new media and technology can only be effective when potential customers are capable of and eager to use, accept, and understand it in their buying preferences. Indeed, viral marketing is just beginning to be recognized in the Czech Republic, although it is certainly the suggested and chosen standard in current marketing practice and communications.

Understanding the theory and discipline of viral marketing is now a matter of rigorous and wide-ranging research as there is a great deal of information about it. I. Introduction This dissertation will discuss the theoretical and practical features of viral marketing and review several of the methods and successful campaigns that have sped up the recognition of connected marketing. A brief discussion on the development of viral marketing in the Czech Republic will be presented in the concluding part of the paper.

Viral marketing, particularly when applied in an integrated manner, can both enhance brand awareness and develop brand support (Arndt, 1967). And it is a quite cost-effective way of marketing, even for product, brand, or service that has no ‘memorable’ or ‘buzz’ (Brown, Barry, Dacin & Gunst, 2005) features. There are some people when reflecting on marketing research, tend to visualize research instead of marketing itself.