Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory

The Research of Viral Marketing Spreading

Author CaiJiangWei
Tutor LiuZuo
School Fujian Normal University
Course Communication
Keywords viral marketing pass-along intention communication model interactive marketing
CLC G206
Type Master's thesis
Year 2011
Downloads 115
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Enterprises tend to employ considerable media promotion expenses in the traditional marketing mode, and such method can hardly arrive at a satisfactory result. Owing to its rapid speed of propagation, low costs as well as great influence, viral marketing could bring in immeasurable economic benefits. This thesis mainly presents theoretical interpretations to the viral marketing from the perspective of communication studies and tries to enrich the framework, and at last the tendency of future development will be provided.At the very beginning, this paper presents the origin, definition, mode together with its potential values of viral marketing, after that, the author’s understanding of the concept of viral marketing is offered. Analysis and interpretations will be developed from the following two aspects:firstly, the analysis of viral marketing from the point view of communication studies adopt two theories "using and meeting" and "creation and extension" to interpret the process and its elements; secondly, the transmitting intention of viral marketing will be discussed. The authors attempts to construct new spread mode on the basis of the background of media and internet.In the end, the develop tendency and potential problems are involved. The interactive viral transmission, decoding viral transmission and the viral transmission through microblogging will become the trend in the future. The author tries to analyze and give a summary by the real case of NOKIA viral marketing based on the related theories so as to dig out some transmitting rules in the process of viral marketing and offer some theory evidence for the business owners to put the viral marketing into practice more effectively.

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