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A Dissertation on a STUDY on EFFECTIVENESS of VIRAL A Dissertation On A STUDY ON EFFECTIVENESS OF VIRAL CHALLENGE AS A STRATEFY FOR BRAND ENGAGEMENT Submitted in partial fulfillment of the requirement of BA Journalism & Mass Communication program of Navrachana University, during the year 2017-2020 By DRASHTI ANIL SHAH Semester - VI 17165033 Under the guidance of PROF. BHARGAV PANCHOLI NAVRACHANA UNIVERSITY Vasna - Bhayli Main Rd, Bhayli, Vadodara, Gujarat 391410 i NAVRACHANA UNIVERSITY Vasna - Bhayli Main Rd, Bhayli, Vadodara, Gujarat 391410 Certificate Awarded To DRASHTI ANIL SHAH This is to certify that the dissertation titled “A STUDY ON EFFECTIVENESS OF VIRAL CHALLENGE AS A STRATEGY FOR BRAND ENGAGEMENT” has been submitted in partial fulfillment for the requirement of the Degree of Bachelor of Arts in Journalism and Mass Communication program of Navrachana University. ii CERTIFICATE This is to certify that the dissertation titled, “A STUDY ON EFFECTIVENESS OF VIRAL CHALLENGE AS A STRATEGY FOR BRAND ENGAGEMENT” prepared and submitted by DRASHTI ANIL SHAH of Navrachana University, Vadodara in partial fulfilment of the requirements for the degree of Bachelor of Arts in Journalism and Mass Communication program is hereby accepted. Place: Vadodara Date: 15-05-2020 Prof. Bhargav Pancholi Dr. Robi Augustin Dissertation Guide Program Chair Accepted in partial fulfillment of the requirements for the degree of Bachelor of Arts in Journalism and Mass Communication. iii EFFECTIVENESS OF VIRAL CHALLENGE AS STRATEGY FOR BRAND ENGAGEMENT DECLARATION I hereby declare that the dissertation titled “A study on effectiveness of viral challenge as a strategy for brand engagement” is an original work prepared and written by me, under the guidance of Mr. Bhargav Pancholi, Assistant Professor, Journalism and Mass Communication program, Navrachana University in partial fulfillment of the requirements for the degree of Bachelor of Arts in Journalism and Mass Communication. This thesis or any other part of it has not been submitted to any other University for the award of other degree or diploma. Date: 15.05. 2020 Place: Vadodara DRASHTI ANIL SHAH iv EFFECTIVENESS OF VIRAL CHALLENGE AS STRATEGY FOR BRAND ENGAGEMENT ACKNOWLEDGEMENT I express my gratitude, heartful thanks and acknowledge the support given by Dr. Robi Augustin Program Chair, Journalism and Mass Communication Navrachana University. I am also extremely thankful to my mentor Prof. Bhargav Pancholi and all the faculty members of Journalism and Mass Communication program. I whole heartedly dedicate this work to my friends, family and my guide. Drashti Anil Shah v EFFECTIVENESS OF VIRAL CHALLENGE AS STRATEGY FOR BRAND ENGAGEMENT I whole heartedly dedicate this work to My friends, family and my guide. vi EFFECTIVENESS OF VIRAL CHALLENGE AS STRATEGY FOR BRAND ENGAGEMENT ABSTRACT A study on effectiveness of viral challenge as a strategy for brand engagement Digitalization has not spared advertising and marketing industry. With the increase in usage of smartphones, mobile marketing, specifically, social media marketing has become inevitable. Amongst the various social media strategies, viral challenges and trends have been on the rise especially after witnessing the successful response towards Ice bucket challenge. Now, with companies and brands plunging onto this band-wagon, it was necessary to find out if this strategy is effective to fulfil the objective of brand engagement. Thus, this study was conducted by adopting the quantitative approach and an online questionnaire was sent to the population of 135 people spread across various demographics and geographies. The major findings were that the majority of the participants were aware about the challenge but very few had actually tried and shared these challenges. The recommendations for making this strategy work better for future use is also given in the study. Keywords: Advertising and marketing sector, Brand engagement, Mobile marketing, Social media marketing, Viral challenges. vii TABLE OF CONTENTS Page No. Chapter 1: Introduction…………………………………………….01 1.0 Digitization ..................................................................................................... 01 1.1 Mobile Marketing ………….………………………………………… 02 1.2 Social Media Marketing .................................................................................. 03 1.2.1Viral Marketing…………………………………………………. 03 1.2.1.1 Difference between Viral Marketing & word of mouth………..…… ….05 1.2.1.2 Characteristics of Viral Marketing campaigns………………… ……….06 1.2.1.3 Viral Challenges………………………….…………………….....….. 08 1.2.1.4 Reasons behind challenges going viral ..................................................... 09 1.3 Significance of the study………..…………………………………. 10 1.4 Objectives …………………….…… 10 1.5 Hypothesis……………………….……………….………. ...… 10 8 EFFECTIVENESS OF VIRAL CHALLENGES AS A STRATEGY FOR BRAND ENGAGEMENT 9 Chapter 2: Review of Literature ………………………………… 11 2.0. Introduction ………………………………………………………………... 11 2.1. Study on Digital marketing………………………………………………... 11 2.2. Study on social media marketing …………………………………………...12 2.3. Web 2.0 concept …………………………………………………………... 12 2.4. Is social media marketing for everyone? …………………………………...13 2.5. Introduction to brand engagement………………………………………... 13 2.6. Understanding brand engagement ……………………………………... 14 2.8. Importance of brand engagement…………………………………………... 14 2.9. Social media as medium for brand engagement ..………………………... 15 2.10. Establishing customer relationship ……………………………………... 16 2.11. Benefits of customer relationship ……………………………………... 17 2.12 Study on success of ALS Ice bucket challenge…………………………… 17 2.13 Study on success of ALS Ice bucket challenge……………………………17 2.14 Content is the king…………………………………………………………18 EFFECTIVENESS OF VIRAL CHALLENGES AS A STRATEGY FOR BRAND ENGAGEMENT 10 2.15 The type of content that goes viral…………………………………………18 2.16 Mediums to use for sharing such content……..……………………………19 2.17 Importance of customer participation………………………………………20 2.18 Popular Viral challenges……………………………………………………20 2.19 Few more examples of viral challenge……….…………………………… .21 2.20 Latest viral challenge of 2020………………………………………………21 2.21 Brands’ perception on these viral challenges….……………………………21 2.22 Conclusion…………………………………………………………………..22 Chapter 3: Methodology …………………………….……………. 15 3.0 Introduction…………………………………………………….…..……..… 15 3.1 Research Plan……………………………………………………………….. 15 3.2 Validation of the tool ……………………………………………….………. 15 3.3 Process of Data collection…………………………………………………… 15 3.4 Limitations……………………...…………………………………………… 16 EFFECTIVENESS OF VIRAL CHALLENGES AS A STRATEGY FOR BRAND ENGAGEMENT 11 Chapter 4: Data Analysis and Interpretation ................................ 25 4.0 Introduction ………………………………………………………………… 25 4.1 Age factor……………………………………………………………….. 25 4.2 Gender…………………………………………………………………… 26 4.3 Purpose behind using social media ................................................................. 27 4.4 Most used social media platform.…............................................................... 28 4.5 Following on social media……………….……………………………......... 29 4.6 Knowledge about challenges .......................................................................... 30 4.7 Trial of challenges ………………………………………………………… 31 4.8 Source of challenges ....................................................................................... 32 4.9 Brand Recall…………………………………………………………………..33 Chapter 5: Findings and Conclusion …………………………… 34 5.0 Introduction ……………………………………………………………….. 34 5.1 Findings…………………………………………………………………34 5.5 Restatement of Hypotheses………………………………………………... 35 EFFECTIVENESS OF VIRAL CHALLENGES AS A STRATEGY FOR BRAND ENGAGEMENT 12 5.6 Theories Proved …………………………………………………………... 35 5.7 Limitation of the Study …………………………………………………… 36 5.8 Recommendation …………………………………………………………. 37 5.9 Conclusion ……………………………………………………………….. 38 References …………………………………………………………………... 34 Appendix……………………………………………………………………. 39 CHAPTER ONE INTRODUCTION 1.0 Digitization The emergence of Internet has brought about some considerable changes in the habits of today’s generation. An article titled, Indian smartphone users consume maximum data in the world at 9.8 GB per month: Ericsson states that as per a Ericsson Mobility Report, June 2019 edition, a Swedish telecom equipment maker, Indians consume maximum data per month as compared to the rest of the world at an average of 9.8GB per month, which is set to twofold to 18 GB by 2024 promoted by rich video content. The report 'Digital India - Technology to Transform a Connection Nation' by McKinsey Global Institute said the country is one of the largest and fastest-growing markets for digital consumers, with 560 million internet subscribers in 2018, succeeding China. Their analysis of 17 mature and emerging economies found that India is digitising faster than any other country in the study, (except Indonesia) and there is plenty of scope for growth with just over 40 per cent of the populace has an internet subscription (The Economic Times, 2019). According to McKinsey, India's internet user base has grown rapidly in recent years, propelled by the decreasing cost and increasing availability of smartphones and high-speed connectivity, and is now one of the largest in the world. “India will increase the number of internet users by about 40 per cent to between 750 million and 800 million and double the number of smartphones to between 650 million and 700 million by 2023"(The Economic Times, 2019, p.1). 13 EFFECTIVENESS OF VIRAL CHALLENGES AS A STRATEGY FOR BRAND ENGAGEMENT
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