The effectiveness of Viral Marketing in the Global Place: a case study
Of Burger king
By
ACKNOWLEDGEMENT
I would like to thank to my supervisor supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.
DECLARATION
I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.
Signed __________________ Date _________________
ABSTRACT
Viral Marketing can be defines as a technique by which social networks are used to spread ideas or messages, through the use of affiliate programs, co-branding, e-mails, and link exchanges on-line, or off-line, through use of word-of-mouth advertising and memes. It uses electronic communication to trigger brand message throughout wide spread of network of buyer. Successful viral marketing campaign are comprised of an engaging message that involves imagination, fun and intrigue, encourages ease of use and visibility and targets Food industry is now realizing the benefits of viral marketing and is trying to integrate it into its tactics. This study aims to determine the extent to which the viral marketing is successful for a company. It also attempts to gauge the level of competitive advantage that firms get in the global world through viral marketing. The study indicates that food websites are expanding upon the basic arcade style advergames and developing more effective ways to engage children and prolong time invested with their brand and product.
TABLE OF CONTENTS
ACKNOWLEDGEMENTII
DECLARATIONIII
ABSTRACTIV
CHAPTER 1: INTRODUCTION1
Objectives4
Research questions5
CHAPTER 2: LITERATURE REVIEW6
Defining Viral Marketing6
Word-Of Mouth Marketing11
Internet Food Marketing14
Growing Technology and Profitable Food Marketing to Children15
Drawbacks of Viral Marketing20
CHAPTER 3: METHODOLOGY22
Research Design22
Research Approach22
Quantitative Approach22
Qualitative Approach23
Strengths23
Weaknesses24
The Research Process24
Qualitative research25
Search Technique25
Literature Search26
Quantitative research26
Sampling frame26
Content analysis27
Internet28
Ethical consideration29
Reliability/Dependability30
Validity32
CHAPTER 4: FINDINGS34
Primary quantitative research36
Captivating the children's attention36
Advertainment38
Quantitative analysis41
CHAPTER 5: DISCUSSION AND ANALYSIS OF FINDINGS47
Secondary Qualitative analysis47
Consumer attitudes towards viral marketing47
Types of viral messaging48
Viral strategy49
Strategies employed by Burger King51
Memberships, Registration, and Designated Child Areas (DCA)51
Sweepstakes and Contests52
Media Tie-Ins52
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS55
Implications for future academic research56
REFERENCES58
CHAPTER 1: INTRODUCTION
Traditional advertising has seen many transformations over the last couple of decades. The quest for gathering and sustaining the public's attention has led the advertisers and marketers come up with innovative ways to grasp the attention of the target market. Viral marketing is one such technique. In addition to various industries, food industry is now aiming to integrate viral marketing with other traditional forms of marketing. This research aims at highlighting the benefits of viral marketing, take into account the barriers and incentives that are associated with the application of this marketing technique. It also takes into account the conventional strategies of food marketing. The field of marketing is dynamic and ever-changing. It relies on creative and innovative ideas for attracting the consumers. Practitioners and people related to this industry need to build knowledge about this innovative technique and understand how viral marketing can transform and benefit ...