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A framework for evaluating viral marketing effectiveness using social media

The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many onl...

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Main Author: Md. Dawot, Nur Intan
Format: Thesis
Language:English
Published: 2015
Subjects:
QA75 Electronic computers. Computer science
Online Access:http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf
http://eprints.utm.my/id/eprint/77991/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:90325
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spelling my.utm.779912018-07-18T07:50:00Z http://eprints.utm.my/id/eprint/77991/ A framework for evaluating viral marketing effectiveness using social media Md. Dawot, Nur Intan QA75 Electronic computers. Computer science The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many online retailers, though managed to retain product or product reputation but unsuccessful to grow their business because do not know or do not understand viral marketing techniques. Therefore, this study had been discovered the techniques used in viral marketing on social media. In order to use the viral marketing techniques efficiently, the discovered techniques were evaluated. To evaluate the techniques, a framework to evaluate the techniques was designed and named as VMT Evaluation Framework. Viral marketing techniques had been applied by online retailers (SME) on three different sites of Facebook which are FB Profile, FB Page and FB Group. The result of using the viral marketing techniques on Facebook was based on engagement rate. The engagement rate showed the most effective VMT is Be Fun/Interesting for FB Profile, Web-linked Viral for FB Page, and Draw Motivation is the only one that had been used by the retailers for FB Group. At the end, the result performance of each viral marketing techniques were ranked out in the proposed enhancement model of digital marketing. Hence, the online retailers that using Facebook (social media) to market their product or services, they will able to focus and use more viral marketing techniques according its effectiveness. 2015-08 Thesis NonPeerReviewed application/pdf en http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf Md. Dawot, Nur Intan (2015) A framework for evaluating viral marketing effectiveness using social media. Masters thesis, Universiti Teknologi Malaysia, Faculty of Computing. http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:90325
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic QA75 Electronic computers. Computer science
spellingShingle QA75 Electronic computers. Computer science
Md. Dawot, Nur Intan
A framework for evaluating viral marketing effectiveness using social media
description The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many online retailers, though managed to retain product or product reputation but unsuccessful to grow their business because do not know or do not understand viral marketing techniques. Therefore, this study had been discovered the techniques used in viral marketing on social media. In order to use the viral marketing techniques efficiently, the discovered techniques were evaluated. To evaluate the techniques, a framework to evaluate the techniques was designed and named as VMT Evaluation Framework. Viral marketing techniques had been applied by online retailers (SME) on three different sites of Facebook which are FB Profile, FB Page and FB Group. The result of using the viral marketing techniques on Facebook was based on engagement rate. The engagement rate showed the most effective VMT is Be Fun/Interesting for FB Profile, Web-linked Viral for FB Page, and Draw Motivation is the only one that had been used by the retailers for FB Group. At the end, the result performance of each viral marketing techniques were ranked out in the proposed enhancement model of digital marketing. Hence, the online retailers that using Facebook (social media) to market their product or services, they will able to focus and use more viral marketing techniques according its effectiveness.
format Thesis
author Md. Dawot, Nur Intan
author_facet Md. Dawot, Nur Intan
author_sort Md. Dawot, Nur Intan
title A framework for evaluating viral marketing effectiveness using social media
title_short A framework for evaluating viral marketing effectiveness using social media
title_full A framework for evaluating viral marketing effectiveness using social media
title_fullStr A framework for evaluating viral marketing effectiveness using social media
title_full_unstemmed A framework for evaluating viral marketing effectiveness using social media
title_sort framework for evaluating viral marketing effectiveness using social media
publishDate 2015
url http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf
http://eprints.utm.my/id/eprint/77991/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:90325
_version_ 1643657695491784704
score 13.211869

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