Viral Marketing Gangnam Style Analysis
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RHEINISCHE FACHHOCHSCHULE KÖLN
University of Applied Sciences
Department: Business and Law
Degree Program: B.A. – Media Management
Term Paper – Business English
Thesis: „Viral Video are predicted to be successful“
Question: Did “Gangnam Style” go viral on the Internet because of seeding support by celebrities from the U.S.A.?
Term Paper submitted by: Alexander Braun Student-Nr. BMW1112013 Sülzburgstraße 257 50937 Cologne/ Germany Tel.: 0160 – 37 85 293 E-Mail: alexander_braun@gmx.net
Supervisor: Winter Semester 2012/13
Jan Kleinert
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List of Abbreviations
Etc. – Etcetera Cf. – Conferatur N.a. – Not applicable
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List of Figures
Figure 1: Seeding Forms, own illustration inspired by Langner, S., S. 73, Virales Marketing, 2., aktualisierte und erweiterte Auflage, Wiesbaden 2007 Figure 2: Groth of Gangnam Style views, n.a., in: http://static5.businessinsider.com/image/5069a8ebecad04fd32000018-1200900/gangnam-style-psy-youtube-chart.jpg
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Contents I. II. Cover List of Abbreviations
III. List of Figures IV. Contents 1. Target of Term Paper..................................................... 1 2. Introduction..................................................................... 1 3. Basics of Viral Communication..................................... 2
3.1 Definition................................................................................. 2 3.2 Basic Types of Viral Campaigns............................................. 2 3.3 Targets of Viral Communication............................................. 3 4. Key Elements of successful Viral Communication...... 4 4.1 Viral Content........................................................................... 4 4.2 The Framework....................................................................... 5 4.3 Recommendation Incentive……….…………...…………… 6 4.4 Target Group Specific Seeding………….…….....………… 6
5. Analysis “Gangnam
I!
RHEINISCHE FACHHOCHSCHULE KÖLN
University of Applied Sciences
Department: Business and Law
Degree Program: B.A. – Media Management
Term Paper – Business English
Thesis: „Viral Video are predicted to be successful“
Question: Did “Gangnam Style” go viral on the Internet because of seeding support by celebrities from the U.S.A.?
Term Paper submitted by: Alexander Braun Student-Nr. BMW1112013 Sülzburgstraße 257 50937 Cologne/ Germany Tel.: 0160 – 37 85 293 E-Mail: alexander_braun@gmx.net
Supervisor: Winter Semester 2012/13
Jan Kleinert
!
II!
List of Abbreviations
Etc. – Etcetera Cf. – Conferatur N.a. – Not applicable
!
III!
List of Figures
Figure 1: Seeding Forms, own illustration inspired by Langner, S., S. 73, Virales Marketing, 2., aktualisierte und erweiterte Auflage, Wiesbaden 2007 Figure 2: Groth of Gangnam Style views, n.a., in: http://static5.businessinsider.com/image/5069a8ebecad04fd32000018-1200900/gangnam-style-psy-youtube-chart.jpg
!
IV!
Contents I. II. Cover List of Abbreviations
III. List of Figures IV. Contents 1. Target of Term Paper..................................................... 1 2. Introduction..................................................................... 1 3. Basics of Viral Communication..................................... 2
3.1 Definition................................................................................. 2 3.2 Basic Types of Viral Campaigns............................................. 2 3.3 Targets of Viral Communication............................................. 3 4. Key Elements of successful Viral Communication...... 4 4.1 Viral Content........................................................................... 4 4.2 The Framework....................................................................... 5 4.3 Recommendation Incentive……….…………...…………… 6 4.4 Target Group Specific Seeding………….…….....………… 6
5. Analysis “Gangnam