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Successful Methods of Viral Marketing How to Achieve Virality Successful Methods of Viral Marketing How to achieve virality Bachelor Thesis within Business Administration Author: Jakob Ahlberg Tutor: Rudrajeet Pal Jönköping, 21st of May 2018 1 Acknowledgements The author of this thesis would first and foremost like to acknowledge the tutor, Rudrajeet Pal. Without his perspective, this thesis would not have been the same. In addition, the author would like to thank all four of the participants in this study for making it possible at all. The author would also like to express his gratitude to the opposition group. Without their constructive criticism and good ideas, the resulting thesis would have been of a much lower quality. Finally, without the incredible friends and family that have supported the author throughout this process there would be no guarantee that the he would have kept his sanity until the end. Jakob Ahlberg Jönköping, May 2018 2 Abstract As the world of marketing has progressed into the age of the internet, new challenges and opportunities have emerged. The online environment has developed into a hub for social media platforms where information spreads like wild fire. This type of spread is often referred to as viral, since it gets transmitted from person to person at very rapid speeds. Companies have now started to pick up on this phenomenon and realized the potential that lies within it, but there is still not enough research on what makes viral spread happen and how brands can utilize or exploit this concept. This thesis conducts a qualitative study of an exploratory nature with antecedent theoretical frameworks as its base. It presents new data collected through interviews with experienced marketing and social media professionals in an attempt to create a clearer image of the concept of viral marketing. It also aims to expand on existing theories and to discuss them in the context of the contemporary online environment. The result of this study shows that while the theoretical base is still valid, it still needs to be expanded upon further. This thesis begins to scratch the surface of concepts previously undiscussed in the models and theories that lies as the foundation of this study. However, a lengthier study with a larger sample size may result in a better understanding of virality, viral marketing and human behaviour within the online culture. 3 Contents Disposition ................................................................................................................................. 6 1. Introduction .......................................................................................................................... 7 1.1 Background ..................................................................................................................... 7 1.2 Problem discussion ......................................................................................................... 8 1.3 Research questions ......................................................................................................... 9 1.4 Purpose .......................................................................................................................... 10 1.5 Delimitations ................................................................................................................. 10 1.6 Definitions ...................................................................................................................... 11 2. Literature and theory ......................................................................................................... 13 2.1 Viral marketing ............................................................................................................. 13 2.1.1 Types of viral marketing ....................................................................................... 14 2.1.2 Advantages of viral marketing ............................................................................. 14 2.1.3 Disadvantages of viral marketing ......................................................................... 15 2.1.4 Viral marketing principles .................................................................................... 15 2.1.5 Emotions in viral marketing ................................................................................. 17 2.1.6 External drivers of virality .................................................................................... 18 2.1.7 Successful viral marketing campaigns ................................................................. 19 2.2 Relevant Marketing Frameworks ............................................................................... 22 2.2.1 Porter’s Theory of Competitive Advantage......................................................... 22 2.2.2 Creativity in Marketing Communication ............................................................ 24 2.3 Summary of the theory ................................................................................................. 25 3. Methodology ....................................................................................................................... 26 3.1 Research philosophy ..................................................................................................... 26 3.2 Research approach ....................................................................................................... 27 3.3 Research design ............................................................................................................. 27 3.4 Research methods ......................................................................................................... 28 3.5 Data collection ............................................................................................................... 28 3.5.1 Interview design ..................................................................................................... 29 3.5.2 Selection of respondents ........................................................................................ 31 3.5.3 Interviewee backgrounds ...................................................................................... 33 3.6 Research trustworthiness ............................................................................................. 34 3.6.1 Credibility ............................................................................................................... 34 3.6.2 Transferability ........................................................................................................ 34 4 3.6.3 Dependability .......................................................................................................... 35 3.6.4 Confirmability ........................................................................................................ 35 4. Empirical study .................................................................................................................. 36 4.1 Interview 1 – Tim Lindqvist ........................................................................................ 36 4.2 Interview 2 – Danny Pedersen ..................................................................................... 38 4.3 Interview 3 – Andreas Jansson .................................................................................... 39 4.4 Interview 4 – ‘Participant Four’ ................................................................................. 40 5. Analysis ............................................................................................................................... 42 5.1 Theories and framework .............................................................................................. 42 5.1.1 Virality .................................................................................................................... 42 5.1.2 Principles of Viral Marketing ............................................................................... 42 5.1.3 Emotions in Marketing .......................................................................................... 44 5.1.4 External Influences of Virality ............................................................................. 45 5.1.5 Dumb Ways to Die ................................................................................................. 45 5.1.6 Creating Value Through Differentiation ............................................................. 46 5.1.7 Online Culture ........................................................................................................ 46 6. Conclusion ........................................................................................................................... 48 7. Discussion and Future Research ....................................................................................... 50 References ............................................................................................................................... 51 Appendix ................................................................................................................................. 57 5 Disposition This thesis is divided in seven sections, references and appendices excluded, and the disposition of these sections follows: 1. Introduction The introduction aims to let the reader get acquainted with the topic at hand by reading about its background as well as introducing the problem, purpose and research questions of the thesis. It also discusses the authors’ chosen delimitations. 2. Literature and Theory This section introduces some of the literature that
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