Business application of viral marketing and Electronic Word-of-mouth. Firm opinions

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged a...

Full description

Bibliographic Details
Main Authors:	Virginia Aguilar Arcos, Sonia San Martín Gutiérrez, René Payo Hernanz
Format:	Article
Language:	English
Published:	Universidad del País Vasco (UPV/EHU) 2014-05-01
Series:	Cuadernos de Gestión
Subjects:	Viral marketing Word-of-mouth eWOM
Online Access:	http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2014&v=14&n=1&o=1

id	doaj-art-8f8277ac98f2470f90bd317d484bc3f0
recordtype	oai_dc
spelling	doaj-art-8f8277ac98f2470f90bd317d484bc3f02018-09-02T14:32:28ZengUniversidad del País Vasco (UPV/EHU)Cuadernos de Gestión1131-68371988-21572014-05-01141153110.5295/cdg.120348vaBusiness application of viral marketing and Electronic Word-of-mouth. Firm opinionsVirginia Aguilar Arcos0Sonia San Martín Gutiérrez1René Payo Hernanz2Facultad de Ciencias Económicas y Empresariales, Área de Comunicación Audiovisual, C/ Parralillos s/n 09001 Burgos (España). veaguilar@ubu.esFacultad de Ciencias Económicas y Empresariales, Área de Comercialización e Investigación de Mercados, C/ Parralillos s/n 09001 Burgos (España). sanmargu@ubu.esFacultad de Humanidades y Educación, Área de Historia del Arte. C/ Villadiego, s/n. 09001 Burgos (España). rpayo@ubu.esTraditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged and it exploits existing social networks to produce exponential increases in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet to be discovered. The objective of this research is to analyze this phenomenon through an extensive literature review of the term, as well as an empirical study consisting of indepth interviews conducted with a sample of large Spanish companies. The results indicate that viral marketing can be used for the benefit of both large companies with big budgets and small businesses. Successful experiences of this strategy show that, when integrated with the rest of the company's business strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be advantageous when launching a new product to the market. However, its effectiveness and the measurement of the campaigns are seen by many academics and professionals as a weakness of this strategy.http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2014&v=14&n=1&o=1Viral marketingWord-of-moutheWOM
institution	Open Data Bank
collection	Open Access Journals
building	Directory of Open Access Journals
language	English
format	Article
author	Virginia Aguilar Arcos Sonia San Martín Gutiérrez René Payo Hernanz
spellingShingle	Virginia Aguilar Arcos Sonia San Martín Gutiérrez René Payo Hernanz Business application of viral marketing and Electronic Word-of-mouth. Firm opinions Cuadernos de Gestión Viral marketing Word-of-mouth eWOM
author_facet	Virginia Aguilar Arcos Sonia San Martín Gutiérrez René Payo Hernanz
author_sort	Virginia Aguilar Arcos
title	Business application of viral marketing and Electronic Word-of-mouth. Firm opinions
title_short	Business application of viral marketing and Electronic Word-of-mouth. Firm opinions
title_full	Business application of viral marketing and Electronic Word-of-mouth. Firm opinions
title_fullStr	Business application of viral marketing and Electronic Word-of-mouth. Firm opinions
title_full_unstemmed	Business application of viral marketing and Electronic Word-of-mouth. Firm opinions
title_sort	business application of viral marketing and electronic word-of-mouth. firm opinions
publisher	Universidad del País Vasco (UPV/EHU)
series	Cuadernos de Gestión
issn	1131-6837 1988-2157
publishDate	2014-05-01
description	Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged and it exploits existing social networks to produce exponential increases in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet to be discovered. The objective of this research is to analyze this phenomenon through an extensive literature review of the term, as well as an empirical study consisting of indepth interviews conducted with a sample of large Spanish companies. The results indicate that viral marketing can be used for the benefit of both large companies with big budgets and small businesses. Successful experiences of this strategy show that, when integrated with the rest of the company's business strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be advantageous when launching a new product to the market. However, its effectiveness and the measurement of the campaigns are seen by many academics and professionals as a weakness of this strategy.
topic	Viral marketing Word-of-mouth eWOM
url	http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2014&v=14&n=1&o=1
_version_	1612638909090496512

Business application of viral marketing and Electronic Word-of-mouth. Firm opinions

Similar Items