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A Conceptualization of Branded Viral Marketing

Description
This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research…

This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research and three case studies that exemplify viral marketing (i.e. Nike, Blendtec and Old Spice), this thesis provides an application of viral marketing to the brand JanSport.
ContributorsMelby, Lauren Elizabeth (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Krisay, Alexis (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05
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From Italy, with Love

Description
With everything that one achieves in life, without passion and dedication, one might find it difficult to reach the optimal result; this of course most definitely applies to my honor thesis. Prior to diving into the actual marketing pitch, I'll briefly provide support for it, by telling you a little…

With everything that one achieves in life, without passion and dedication, one might find it difficult to reach the optimal result; this of course most definitely applies to my honor thesis. Prior to diving into the actual marketing pitch, I'll briefly provide support for it, by telling you a little bit about myself, why I chose this particular project, and conclude with my outlook for the future and how it pertains to this campaign.
ContributorsCarrarro, Melanie (Author) / Blasko, Vincent (Thesis director) / Giles, Bret (Committee member) / Gralen, Kevin (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor)
Created2012-12