Research Paper
SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
MADAGADIPET, PUDUCHERRY
(ACCRDITED WITH A GRADE BY NAAC &NBA-AICTE)
(AFFILIATED TO PONDICHERRY UNIVERSITY) Department Of Management Studies
Paper Presentation
On
EFFECTIVENESS OF VIRAL MARKETING
AUTHOR: Dr.K.S.MEENAKSHISUNDARAM, M.Sc, MBA, PhD;
[PROFESSOR, Department of Management Studies, & Director (Research & Publications) SCSVMV University. Kanchipuram]
ID: meenakshisundaram@gmail.com ; Ph: 91766 88103
CO-AUTHOR: Ms. KAVITHA.L
[PhD Scholar, SCSVMV University. Kanchipuram & Faculty, Department Of Management Studies, Sri Manakula Vinayagar Engineering College, Pondicherry]
ID: kaviharshini5@gmail.com ; Ph: 94864 30396
Ms. VAISHNAVEE.K
[MBA – II year, Sri Manakula Vinayagar Engineering College, Pondicherry]
ID: vaishnavee13@gmail.com ; Ph: 87540 20707
ABSTRACT
In today’s competitive world many marketing techniques are available to improve the reach of the product to the market. The Internet and the World Wide Web have become main key components in today 's technology based organizations and businesses. As the Internet is becoming more popular, it is starting to make a big impact on people 's day-today life. As a result of this revolutionary transformation towards the modern technology, Viral marketing, a relatively new concept is the web-enabled Word-of-Mouth (WOM) publicity which leverages internet technology. Growing buyer power of the female workers, new ways to target this group are more easily reached via viral camp gains. Viral marketing has also reached a few parts of rural areas due to the gradual increase in rural literacy rate. Thereby the manufacturers are benefited by providing a differentiation in strategies adopted. There is a good scope for marketers to market their products/services using viral marketing techniques, as the number of internet and mobile phone users have been growing multifold in India. Reaching messages to prospective
MADAGADIPET, PUDUCHERRY
(ACCRDITED WITH A GRADE BY NAAC &NBA-AICTE)
(AFFILIATED TO PONDICHERRY UNIVERSITY) Department Of Management Studies
Paper Presentation
On
EFFECTIVENESS OF VIRAL MARKETING
AUTHOR: Dr.K.S.MEENAKSHISUNDARAM, M.Sc, MBA, PhD;
[PROFESSOR, Department of Management Studies, & Director (Research & Publications) SCSVMV University. Kanchipuram]
ID: meenakshisundaram@gmail.com ; Ph: 91766 88103
CO-AUTHOR: Ms. KAVITHA.L
[PhD Scholar, SCSVMV University. Kanchipuram & Faculty, Department Of Management Studies, Sri Manakula Vinayagar Engineering College, Pondicherry]
ID: kaviharshini5@gmail.com ; Ph: 94864 30396
Ms. VAISHNAVEE.K
[MBA – II year, Sri Manakula Vinayagar Engineering College, Pondicherry]
ID: vaishnavee13@gmail.com ; Ph: 87540 20707
ABSTRACT
In today’s competitive world many marketing techniques are available to improve the reach of the product to the market. The Internet and the World Wide Web have become main key components in today 's technology based organizations and businesses. As the Internet is becoming more popular, it is starting to make a big impact on people 's day-today life. As a result of this revolutionary transformation towards the modern technology, Viral marketing, a relatively new concept is the web-enabled Word-of-Mouth (WOM) publicity which leverages internet technology. Growing buyer power of the female workers, new ways to target this group are more easily reached via viral camp gains. Viral marketing has also reached a few parts of rural areas due to the gradual increase in rural literacy rate. Thereby the manufacturers are benefited by providing a differentiation in strategies adopted. There is a good scope for marketers to market their products/services using viral marketing techniques, as the number of internet and mobile phone users have been growing multifold in India. Reaching messages to prospective
Bibliography: 1. Godes, David and Dina Mayzlin (2004), ―Using Online Conversations to Study Word-of- Mouth Communication, Marketing Science, 23 (4), 545-560..,1919. 2 3. Biyalogorsky, Eyal, Eitan Gerstner and Barak Libai (2001), ―Customer Referral Management: Optimal Reward Programs,‖ Marketing Science, 20(1), 82-95 4. Godes, David, and Dina Mayzlin (2009), ―Firm-Created Word-of-Mouth Communication: Evidence from a Field Test,‖ forthcoming, Marketing Science. 5 2. Zien, Jason (2000), ―Viral marketing for Internet Web Sites‖, WEBSITES 1. Dynamic Logic (2007), ―Many Marketers Think Viral is a Fad,‖ http://www.dynamiclogic.com/na/pressroom/coverage/?id=491, Mar