Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model
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Unethical Viral Marketing in Social Network Service
International Journal of Entrepreneurship Volume 24, Issue 1, 2020 UNETHICAL VIRAL MARKETING IN SOCIAL NETWORK SERVICE Seungho Cho, Soongsil University ABSTRACT The current research investigates how marketing professionals perceive an ethical issue of viral marketing and what factors are associated with their moral judgment on an ethical problem of a power blogger. In specific, this research considered organizational factors and individual factors of marketing professional affecting judgment on an ethical issue of a power blogger. To answer the research questions, online survey was taken by marketing professionals found in the list that the Korean Economic Institute. Ninety four marketing professionals participated in the online survey. The research found that marketing professional had strong utilitarian perspective on the ethical issue of viral marketing through a power blogger. Individualism among individual factors was significantly associated with deontology, relativism, and utilitarianism, and sense of rivalry was also significantly associated with justice and relativism. However, there were no significant organizational factors associating with each ethical perspective. Keywords: Viral Marketing, Ethical Perspectives, Power Blogger, Marketing Professionals. INTRODUCTION Viral marketing, or word-of-mouth marketing, refers to marketing techniques that recently use social networks to acknowledge products, advertise brands, or to achieve other marketing objectives through social networking such as YouTube, Facebook, Twitter, or blogs. The immense benefit of using such social networks in viral marketing is that the message whether it is about a product, brand, or service can be rapidly spread by highly connected social individuals. The purposes of the current study are to ascertain whether viral marketing has been done unethically through power bloggers in Korea, and how marketing practitioners morally perceive such unethical viral marketing and what factors are associated with their moral judgment on the ethical issue of a power blogger. -
Social Media and Its Implications for Viral Marketing
Social media and its implications for viral marketing Rohan Miller The University of Sydney Natalie Lammas The University of Sydney Abstract Social media presents potentially seductive opportunities for new forms of communication and commerce between marketers and consumers. As advertisers typically want to find some way to follow their target audiences, many new media opportunities are presented to advertisers. However, we are still social media pioneers. While the boom in social marketing appears persuasive with an estimated 70% of consumers visiting a social website for information, other research points out that 90% of WOM conversations still occur face to face or by phone, and only 7 percent occurs online. In contrast to traditional advertising media such as television, there are measurement and consumer behaviour modelling issues that will need to be addressed before marketers that measure and manage their media investments will be able to fully embrace the opportunities and navigate the risks presented by social media. Ultimately, advertisers will be forced beyond the “old- school” approaches to adopt many of the principles and techniques of relationship marketing in order to effectively use social media and likely the multiple niche co-creation of products and services. Keywords: social media, new media, marketing communication, viral, word of mouth Introduction In the last decade there has been a major shift from traditional media. The second generation of Internet-based applications (i.e. “Web 2.0”) or what Shih (2009) calls the fourth revolution, in which users generate and control communication, holds great promise to significantly enhance marketing efforts with viral marketing campaigns (Thackeray et.al. -
An in Depth Study of Viral Marketing for the Purpose of Creating a Guide of Best Practices by Aizhan Maulen
UNIVERSITY OF NEW YORK IN PRAGUE European Business Administration An in Depth Study of Viral Marketing for the Purpose of Creating a Guide of Best Practices by Aizhan Maulen 2015 William Pattison I, Aizhan Maulen, hereby declare that the material contained in this submission is original work performed by me under the guidance and advice of my mentor, William Pattison. Any contribution made to the research by others is explicitly acknowledged in the thesis. I also declare that this work has not previously been submitted in any form for a degree or diploma in any university. Aizhan Maulen, [9.12.2015] Acknowledgment I would like to thank my parents for support and opportunity to study in this university. Also, I am thankful for my friends, who were near me all 3, 5 years and helped in difficult times. Specifically, I would like to thank entire faculty of University of New York in Prague for all the skills and knowledge, which they gave me. Moreover, I would like to thank my mentor, William Pattison, who professionally introduced me to marketing and helped throughout the evolution of this work. Table of contents Abstract 1. Introduction……………………………………………………………………6 2. What is viral marketing………………………………………………………..7 2.1 History of viral marketing…………………………………………………8 2.2 Types of viral marketing…………………………………………………10 2.2.1 Organic viral marketing……………………………………...10 2.2.2 Amplified viral marketing……………………………………11 2.3 Advantages and disadvantages…………………………………..………12 2.3.1 Advantages……………………………………………….…..12 2.3.2 Disadvantages………………………………………….……..14 3. How to create viral marketing………………………………………………..15 4. How viral marketing works……………………………………………..……21 5. How to spread viral marketing………………………………………….……24 6. -
Order Representations + a Rich Memetic Substrate
Language Needs A 2nd Order Representations + A Rich Memetic Substrate Joanna J. Bryson ([email protected]) Artificial models of natural Intelligence (AmonI) Group, University of Bath, England, UK Recent research has shown that human semantics can be 2nd-ord. soc. rep. no 2nd-ord reps replicated by surprisingly simple statistical algorithms for vocal imit. people birds memorizing the context in which words occur (McDonald no voc. imit. other primates most animals and Lowe, 1998; Landauer and Dumais, 1997). Assum- ing one accepts the point that semantics is the way that the word is used (which cannot be argued in one page, but see Figure 1: Human-like cultural evolution might require both Wittgenstein (1958) or Quine (1960), and which is the un- a rich memetic substrate as provided by vocal imitation, and derlying assumption of memetics) then why wouldn’t more the capacity for second order social representations. species have supported the evolution of this useful system of rapidly evolving cultural intelligence? Recent work in primatology tells us three relevant facts. might have evolved a sign language as rich as our vocal one. First, we know that apes and even monkeys do have cul- However, if I am correct, and the trick is that the richness of ture (de Waal and Johanowicz, 1993; Whiten et al., 1999). the substrate representing the strictly semantic, ungrounded That is, behavior is reliably and consistently transmitted be- cultural transmission is the key, then we now have an ex- tween individuals by non-genetic means. So we know that planation for why other primates don’t share our level of the question is not “why doesn’t animal culture exist”, but culture. -
Introduction ROBERT AUNGER a Number of Prominent Academics
CHAPTER 1: Introduction ROBERT AUNGER A number of prominent academics have recently argued that we are entering a period in which evolutionary theory is being applied to every conceivable domain of inquiry. Witness the development of fields such as evolutionary ecology (Krebs and Davies 1997), evolutionary economics (Nelson and Winter 1982), evolutionary psychology (Barkow et al. 1992), evolutionary linguistics (Pinker 1994) and literary theory (Carroll 1995), evolutionary epistemology (Callebaut and Pinxten 1987), evolutionary computational science (Koza 1992), evolutionary medicine (Nesse and Williams 1994) and psychiatry (McGuire and Troisi 1998) -- even evolutionary chemistry (Wilson and Czarnik 1997) and evolutionary physics (Smolin 1997). Such developments certainly suggest that Darwin’s legacy continues to grow. The new millennium can therefore be called the Age of Universal Darwinism (Dennett 1995; Cziko 1995). What unifies these approaches? Dan Dennett (1995) has argued that Darwin’s “dangerous idea” is an abstract algorithm, often called the “replicator dynamic.” This dynamic consists of repeated iterations of selection from among randomly mutating replicators. Replicators, in turn, are units of information with the ability to reproduce themselves using resources from some material substrate. Couched in these terms, the evolutionary process is obviously quite general. for example, the replicator dynamic, when played out on biological material such as DNA, is called natural selection. But Dennett suggests there are essentially no limits to the phenomena which can be treated using this algorithm, although there will be variation in the degree to which such treatment leads to productive insights. The primary hold-out from “evolutionarization,” it seems, is the social sciences. Twenty-five years have now passed since the biologist Richard Dawkins introduced the notion of a meme, or an idea that becomes commonly shared through social transmission, into the scholastic lexicon. -
The Rise of Viral Marketing Through the New Media of Social Media Rebecca J
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Liberty University Digital Commons Liberty University DigitalCommons@Liberty University Faculty Publications and Presentations School of Business 2009 The Rise of Viral Marketing through the New Media of Social Media Rebecca J. Larson Liberty University, [email protected] Follow this and additional works at: http://digitalcommons.liberty.edu/busi_fac_pubs Part of the Business Commons Recommended Citation Larson, Rebecca J., "The Rise of Viral Marketing through the New Media of Social Media" (2009). Faculty Publications and Presentations. Paper 6. http://digitalcommons.liberty.edu/busi_fac_pubs/6 This Article is brought to you for free and open access by the School of Business at DigitalCommons@Liberty University. It has been accepted for inclusion in Faculty Publications and Presentations by an authorized administrator of DigitalCommons@Liberty University. For more information, please contact [email protected]. Lingley, R 1 MKT7001-11 1 RUNNING HEAD: Lingley, R 1 MKT7001-11 The Rise of Viral Marketing through the New Media of Social Media: An Analysis and Implications for Consumer Behavior Rebecca J. Lingley Larson NorthCentral University Lingley, R 1 MKT7001-11 2 Table of Contents Title Page …………………………………………………..…………………………. 1 Table of Contents …………….………………………….………………………….. 2 Executive Summary ……….………………………….…………………………….. 3 Introduction …………………..………………………………………………………. 5 Changing consumer behavior: Analyzing innovation’s impact -
1. a Dangerous Idea
About This Guide This guide is intended to assist in the use of the DVD Daniel Dennett, Darwin’s Dangerous Idea. The following pages provide an organizational schema for the DVD along with general notes for each section, key quotes from the DVD,and suggested discussion questions relevant to the section. The program is divided into seven parts, each clearly distinguished by a section title during the program. Contents Seven-Part DVD A Dangerous Idea. 3 Darwin’s Inversion . 4 Cranes: Getting Here from There . 8 Fruits of the Tree of Life . 11 Humans without Skyhooks . 13 Gradualism . 17 Memetic Revolution . 20 Articles by Daniel Dennett Could There Be a Darwinian Account of Human Creativity?. 25 From Typo to Thinko: When Evolution Graduated to Semantic Norms. 33 In Darwin’s Wake, Where Am I?. 41 2 Darwin's Dangerous Idea 1. A Dangerous Idea Dennett considers Darwin’s theory of evolution by natural selection the best single idea that anyone ever had.But it has also turned out to be a dangerous one. Science has accepted the theory as the most accurate explanation of the intricate design of living beings,but when it was first proposed,and again in recent times,the theory has met with a backlash from many people.What makes evolution so threatening,when theories in physics and chemistry seem so harmless? One problem with the introduction of Darwin’s great idea is that almost no one was prepared for such a revolutionary view of creation. Dennett gives an analogy between this inversion and Sweden’s change in driving direction: I’m going to imagine, would it be dangerous if tomorrow the people in Great Britain started driving on the right? It would be a really dangerous place to be because they’ve been driving on the left all these years…. -
Impact of Demographic Factors on Impulse Buying Behavior of Consumers in Multan-Pakistan
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by International Institute for Science, Technology and Education (IISTE): E-Journals European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.7, No.22, 2015 Impact of Demographic Factors on Impulse Buying Behavior of Consumers in Multan-Pakistan Prof. Dr. Abdul Ghafoor Awan Dean, Faculty of Management and Social Sciences, Institute of Southern Punjab, Multan Nayyar Abbas MS Scholar, Department of Business Administration, Institute of Southern Punjab, Multan Abstract The purpose of this study is to investigate the effect of demographic factors (gender, age, income, and education) on impulse buying behavior of consumers in Multan. The study adopted quantitative approach. A structured questionnaire was used to survey 250 respondents (104 males and 146 females) who were selected using non- probability convenience sampling. Data were collected in different educational institutions of Multan. Different statistical methods like multiple regression, chi-square test and simple descriptive techniques were used to derive results from the data collected with the help of SPSS 17.0. The multiple regression and chi-square test results revealed that gender and age were significantly and inversely associated with impulse buying behavior of consumers. The results further indicated that income and education were significantly and directly associated with impulse buying behavior of consumers. The ANOVA results indicated that consumers’ demographic characteristic had significant influence on impulse buying and demographic characteristics (gender, age, income, and education) affect simultaneously impulse buying behavior of consumers. The findings of the study were consistent and supported by previous studies. -
Table of Contents Table of Tables
1 2 Table of Contents Table of Tables ....................................................................................................................................... 4 Table of Figures ...................................................................................................................................... 5 Abstract ................................................................................................................................................... 6 1. INTRODUCTION .......................................................................................................................... 7 1.1. Background ............................................................................................................................. 7 1.1.1. The World’s biggest Community .................................................................................... 7 1.1.2. Power of Word-of-mouth and their influence ................................................................. 8 1.1.3. People tend to engage, buy and share ............................................................................. 9 1.2. Online Social Media ............................................................................................................. 10 1.2.1. Online Social Networks ................................................................................................ 10 1.2.2. Social Communities ...................................................................................................... 10 1.3. Facebook Fever .................................................................................................................... -
A Dynamic Analysis of the Effects of Word-Of-Mouth on Online Brand Communities
SUMA DE NEGOCIOS, 9(20), 77-85, Julio-Diciembre 2018, ISSN 2215-910X Doi: http://dx.doi.org/10.14349/sumneg/2018.V9.N20.A1 SUMA DE NEGOCIOS Research article A dynamic analysis of the effects of word-of-mouth on online brand communities Milton M. Herrera1, Leonela S. León2 and Lorena K. Vargas-Ortiz3 1 Università Degli Studi di Palermo and Universidad Militar Nueva Granada, Faculty of Economic Sciences, Bogotá, Colombia. (Corresponding author) Email address: [email protected]. ORCID: 0000-0002-0766-8391. 2 Universidad Piloto de Colombia and Escuela Europea de Dirección y Empresa, Faculty of Social Sciences and Business, Bogotá, Colombia. Email address: [email protected]. ORCID: 0000-0001-6212-9713. 3 Universidad Piloto de Colombia, Faculty of Social Sciences and Business, Bogotá, Colombia. Email address: [email protected]. ORCID: 0000-0002-8974-6719. ARTICLE HISTORY A B S T R A C T Received on May 23rd 2018 The increase of brand communities is an important aspect that affects the purchase Accepted on August 8th 2018 process of online consumers. This research aims to assess the effects of word-of-mouth Available online on September 8th 2018 (WOM) on online brand communities in the food industry in Colombia. The paper presents a simulation model of online consumers’ purchase processes which allows us to under- JEL Classification: stand the viral marketing strategy and answers the following question: What is the func- M31, C63, Q13, M39 tion of WOM for online brand communities and what role does it play in food consumption? The model shows the change of consumer states and allows the understanding of behavior Keywords: during the development of the brand, WOM, the viral effects in the market and the analysis Word-of-mouth; of market penetration or the adoption of a complex service structure in closed cycles. -
The Dynamics of Viral Marketing
The Dynamics of Viral Marketing JURE LESKOVEC Carnegie Mellon University LADA A. ADAMIC University of Michigan and BERNARDO A. HUBERMAN HP Labs We present an analysis of a person-to-person recommendation network, consisting of 4 million peo- ple who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We analyze how user behavior varies within user communities defined by a recommendation network. Product purchases follow a ‘long tail’ where a significant share of purchases belongs to rarely sold items. We establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommenda- tions are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies communities, product, and pricing categories for which viral marketing seems to be very effective. Categories and Subject Descriptors: J.4 [Social and Behavioral Sciences]: Economics General Terms: Economics Additional Key Words and Phrases: Viral marketing, word-of-mouth, e-commerce, long tail, recom- mender systems, network analysis ACM Reference Format: Leskovec, J., Adamic, L. A., and Huberman, B. A. 2007. The dynamics of viral marketing. ACM Trans. Web, 1, 1, Article 5 (May 2007), 39 pages. DOI = 10.1145/1232722.1232727 http://doi.acm.org/ 10.1145/1232722.1232727 This work was partially supported by the National Science Foundation under grants SENSOR- 0329549 IIS-0326322 IIS-0534205. This work is also supported in part by the Pennsylvania In- frastructure Technology Alliance (PITA). -
DESCRIBING POPULATIONS and SAMPLES in DOCTORAL STUDENT RESEARCH Alex Casteel* Grand Canyon University, Phoenix, [email protected] AZ, USA Nancy L
Volume 16, 2021 DESCRIBING POPULATIONS AND SAMPLES IN DOCTORAL STUDENT RESEARCH Alex Casteel* Grand Canyon University, Phoenix, [email protected] AZ, USA Nancy L. Bridier Grand Canyon University, Phoenix, [email protected] AZ, USA * Corresponding author ABSTRACT Aim/Purpose The purpose of this article is to present clear definitions of the population structures essential to research, to provide examples of how these structures are described within research, and to propose a basic structure that novice research- ers may use to ensure a clearly and completely defined population of interest and sample from which they will collect data. Background Novice researchers, especially doctoral students, experience challenges when de- scribing and distinguishing between populations and samples. Clearly defining and describing research structural elements, to include populations and the sam- ple, provides needed scaffolding to doctoral students. Methodology The systematic review of 65 empirical research articles and research texts pro- vided peer-reviewed support for presenting consistent population- and sample- related definitions and exemplars. Contribution This article provides clear definitions of the population structures essential to research, with examples of how these structures, beginning with the unit of analysis, are described within research. With this defined, we examine the popu- lation subsets and what characterizes them. The proposed writing structure pro- vides doctoral students a model for developing the relevant population and sample descriptions in their dissertations and other research. Findings The article describes that although many definitions and uses are relatively con- sistent within the literature, there are epistemological differences between re- search designs that do not allow for a one-size-fits-all definition for all terms.