VIRAL VIDEO AS AN EFFICIENT AID TO PRODUCT PROMOTION
VIRAL VIDEO AS AN EFFICIENT AID TO PRODUCT PROMOTION
Author(s): Dagmar Frendlovská, Ondřej KusovskýSubject(s): Social Sciences, Media studies, Visual Arts, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: cyberspace; marketing; viral environment; viral marketing; viral message; viral video;
Summary/Abstract: The article deals with the use of viral video as a powerful aid to cyberspace, thanks to which both trademark and product promotions reach directly cyberspace users. The viral video efficiency is generated by means of a carefully elaborated strategy, in which time and financial demands represent only a fraction of those needed for a classical form of marketing. In order to outline the way respondents actually view viral video, we used a pilot survey the results of which revealed facts presented in detail in Chapter 3. 90 % respondents said they had encountered with some form of viral video before, and 51 % respondents had shared viral video further on. Over 60 % pursue their favourite trademarks or companies on social networks. The presented percentages point out the extreme power of viral videos, although their real potential has not been fully used so far. Being modern and new, viral video can be still seen as an unverified form of promotion by some.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 83-89
- Page Count: 7
- Language: English