Search results for "Viral marketing"

showing 7 items of 7 documents

Viral marketing through e-mail: the link company-consumer

2013

Purpose – The purpose of this paper is to identify the antecedents that may determine the opening of e-mails from companies that endeavour to promote their products, and what may motivate individuals to forward such messages to others. Design/methodology/approach – The paper presents exploratory research to approach the nature of the viral process and descriptive research for testing the proposed hypotheses. Findings – The opening of an e-mail is determined by the value that an individual may perceive that the message might contain. Forwarding of the message is determined by its opening, and by the individual's perception about the value of the message it may provide to others, besides the…

Electronic word of mouthValue (ethics)media_common.quotation_subjectExploratory researchAdvertisingInterpersonal communicationManagement Science and Operations ResearchGeneral Business Management and AccountingViral processViral marketingPerceptionMarketingDescriptive researchPsychologymedia_commonManagement Decision
researchProduct

¿Cómo afecta la innovación en la satisfacción y la lealtad hacia el establecimiento minorista?

2021

Resumen En el presente estudio, se examinó el concepto de innovación en el sector minorista y se definieron sus relaciones con otras variables, como la satisfacción y la lealtad, tradicionalmente vinculadas con el establecimiento minorista. Para lograr los objetivos planteados, se delimitó un modelo teórico sustentado en la literatura, que se contrastó mediante un estudio empírico utilizando un cuestionario estructurado ad hoc aplicado a una muestra de 510 clientes de establecimientos de alimentación. El análisis de los datos se desarrolló mediante la técnica de regresión por mínimos cuadrados parciales. Los resultados permiten proponer un conjunto de recomendaciones para la gestión, fundam…

//id.loc.gov/authorities/subjects/sh85078691 [http]HF5001-6182Strategy and ManagementSatisfaction//vocabularies.unesco.org/thesaurus/concept1545 [http]//vocabularies.unesco.org/thesaurus/concept4566 [http]LoyaltyConsumer protectionAdvertisingManagement of Technology and InnovationCambio tecnológicosatisfaçãoBusinessInnovación de marketing//vocabularies.unesco.org/thesaurus/concept6424 [http]MarketingLealtadM30 Generalrelational innovationConductainovação de marketinginnovación de marketingInnovaciones tecnológicasmarketing innovationproduct innovationinovação de produtoInnovación en productoTime to market (New products)Viral marketingEconomics and EconometricsConductlealdade//id.loc.gov/authorities/subjects/sh2003011474 [.http]PublicidadSistema de valoresinovação relacional//vocabularies.unesco.org/thesaurus/concept1532 [http]Innovación relacionalinnovación relacionalNormas de conductainnovación en producto//vocabularies.unesco.org/thesaurus/concept403 [http]SatisfacciónMercadeoProtección del consumidorValue systemsBusiness and International ManagementlealtadMercadeo viral//id.loc.gov/authorities/subjects/sh85133143 [http]Technological changeStandards of ConductsatisfacciónTiempo en el mercado (Productos nuevos)//id.loc.gov/authorities/subjects/sh85117681 [http]//id.loc.gov/authorities/subjects/sh94006567 [http]Technological innovationsFinance
researchProduct

Success factors of game industry crowdfunding campaigns

2017

Tutkimuksen tarkoituksena oli selvittää mitkä ovat pelialan joukkorahoituskampanjoiden menestystekijöitä. Aiempaan joukkorahoitukseen sekä pelialaan keskittyneiden tutkimusten perusteella luotiin teoreettinen malli kuvaamaan tärkeimpiä menestystekijöitä ja niiden suhteita. Tätä mallia testattiin haastattelemalla kolmen eri joukkorahoituskampanjan perustajia. Aiemman teorian sekä haastattelujen perusteella selvisi, että pelialan joukkorahoituskampanjoilla on kuusi selkeää menestystekijää: kampanjan palkkiot, kampanjan tavoitteet, kampanjan sekä tuotteen laatu, projektitiimi, joukkorahoittajien luoma yhteisö sekä suoritetut esivalmistelut. Tutkimustuloksia ja niiden perus…

game industryjoukkorahoituscrowdfundingviral marketingpelialamenestystekijätvideopelitvideo gamesviraalimarkkinointimenestystekijätsuccess factors
researchProduct

Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age

2018

This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause...

Cause marketingWork (electrical)Viral marketingviruses0502 economics and business05 social sciencesJoins050211 marketingBusinessMarketingGeneral Business Management and Accounting050203 business & managementTest (assessment)Total Quality Management & Business Excellence
researchProduct

Motivations, engagement and adoption of e-WOM in restaurants.

2022

Resumen El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así co…

//id.loc.gov/authorities/subjects/sh2001008645 [http]Restaurants//id.loc.gov/authorities/subjects/sh97007573 [http]Strategy and ManagementRestaurantesmotivaciónPublicidad boca a boca//vocabularies.unesco.org/thesaurus/concept1545 [http]PercepcióncompromisoContract lawSocial networksSocial mediaWord-of-mouth advertisingAdvertising//vocabularies.unesco.org/thesaurus/concept6382 [http]Management of Technology and Innovation//vocabularies.unesco.org/thesaurus/concept5657 [http]Servicio alimentarioMotivation (Psychology)Redes socialesMarketingCompromise (Law)//id.loc.gov/authorities/subjects/sh85099708 [http]Food servicesReferidos de negociosConsumer behaviourComercio electrónicoConsumo de alimentosExperienciaConsumo alimenticio//id.loc.gov/authorities/subjects/sh85113249 [http]e-WOMMotivaciónL81 e-Commerce//id.loc.gov/authorities/subjects/sh85029459 [http]engagementCompromisoViral marketingEconomics and EconometricsMedios socialesCompromiso (Derecho)//id.loc.gov/authorities/subjects/sh85087562 [http]Electronic commerceComportamiento del consumidor//vocabularies.unesco.org/thesaurus/concept5324 [http]PublicidadL83 Restaurants//id.loc.gov/authorities/subjects/sh2003011474 [http]motivação//vocabularies.unesco.org/thesaurus/concept1532 [http]Redes de informaciónInformation networksFood consumption//id.loc.gov/authorities/subjects/sh85046433 [http]Business and International ManagementcomprometimentoExperienceMotivación (Psicología)//vocabularies.unesco.org/thesaurus/concept390 [http]MotivationMercadeo viralDerecho de los contratosMotivacionesUNESCO::CIENCIAS ECONÓMICASBusiness referrals//vocabularies.unesco.org/thesaurus/concept17089 [http]Medios de comunicación de masasrestaurantesCommitment//vocabularies.unesco.org/thesaurus/concept15060 [http]PerceptionMotivationsFinance//id.loc.gov/authorities/subjects/sh94006574 [http]Mass media
researchProduct

Academic Contest and Social Networking to Promote Technology and Information Literacy among University Students

2012

Abstract Spanish universities have recently adapted their studies to the requirements of the European Higher Education Area (EHEA). This process has involved the consideration of the development of computer and informational skills as an academic objective. In order to develop these skills, among other activities, an informative video has been disseminated. The design of the communication campaign, developed through viral marketing and social networks has been the result of and empirical research carried out by students of the University of Valencia. This paper describes the research objectives, questions, techniques and main findings.

Higher educationProcess (engineering)business.industryInformation literacysocial networkingTechnology and information literacyPublic relationsCONTESTResearch objectivesEmpirical researchacademic contestViral marketingOrder (business)Mathematics educationGeneral Materials ScienceSociologybusinessProcedia - Social and Behavioral Sciences
researchProduct

Discovering Homophily in Online Social Networks

2018

During the last ten years, Online Social Networks (OSNs) have increased their popularity by becoming part of the real life of users. Despite their tremendous widespread, OSNs have introduced several privacy issues as a consequence of the nature of the information involved in these services. Indeed, the huge amount of private information produced by users of current OSNs expose the users to a number of risks. The analysis of the users’ similarity in OSNs is attracting the attention of researchers because of its implications on privacy and social marketing. In particular, the homophily between users could be used to reveal important characteristics that users would like to keep hidden, hence …

Viral marketingComputer scienceComputer Networks and CommunicationsInternet privacy02 engineering and technologyInformation SystemHomophilyHomophilyViral marketing020204 information systemsSimilarity (psychology)0202 electrical engineering electronic engineering information engineeringInformation systemPrivate information retrievalOnline Social NetworkOnline Social Networksbusiness.industryPopularitySocial marketingTie strengthPrivacy preservingHardware and ArchitectureHomophily; Online Social Networks; Privacy preserving; User profiling; Viral marketing; Software; Information Systems; Hardware and Architecture; Computer Networks and Communications020201 artificial intelligence & image processingUser profilingbusinessSoftwareInformation Systems
researchProduct