The Key Success Factors for Viral Marketing
Date Issued
2014
Date
2014
Author(s)
Wang, Cheng-Ta
Abstract
Viral marketing to refer to its characteristics, by focusing on how and why consumers become willing by post their consumption experiences on the net, on how and why these experiences can be interpreted as viruses functioning, and on how and why consumers are to be infected. The viruses in the processes of product and brand information search and consumption decision making. In this sense, the term virus signifies the virus-like, influential product and brand information represented and circuited through a variety of trajectories.
This study hopes to use focus groups meeting to explore business organizations kcorporate knowledge, and the application of how marketing key success factors through a network of viral enhance marketing efficiency. The study attempts by Internet viral marketing effectiveness of the use of critical success factors found to provide improved corporate network as viral marketing use of reference.
The empirical results of this study can be broadly divided into three points. First, viral marketing content is to be valuable to consumers, and its role in viral infectivity occurs. Second, allow consumers to resonate, viral marketing to appeal to consumers, thereby affecting consumer behavior. Third, improve products and services, and strengthen the structure of viral marketing prolong viral marketing infection cycle.
Subjects
病毒式行銷
成功關鍵因素
焦點群體訪談
SDGs
Type
thesis
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