A framework for evaluating viral marketing effectiveness using social media

The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many onl...

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Main Author:	Md. Dawot, Nur Intan
Format:	Thesis
Language:	English
Published:	2015
Subjects:	QA75 Electronic computers Computer science
Online Access:	http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf
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id	my-utm-ep.77991
record_format	uketd_dc
spelling	my-utm-ep.779912018-07-18T07:50:00Z A framework for evaluating viral marketing effectiveness using social media 2015-08 Md. Dawot, Nur Intan QA75 Electronic computers. Computer science The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many online retailers, though managed to retain product or product reputation but unsuccessful to grow their business because do not know or do not understand viral marketing techniques. Therefore, this study had been discovered the techniques used in viral marketing on social media. In order to use the viral marketing techniques efficiently, the discovered techniques were evaluated. To evaluate the techniques, a framework to evaluate the techniques was designed and named as VMT Evaluation Framework. Viral marketing techniques had been applied by online retailers (SME) on three different sites of Facebook which are FB Profile, FB Page and FB Group. The result of using the viral marketing techniques on Facebook was based on engagement rate. The engagement rate showed the most effective VMT is Be Fun/Interesting for FB Profile, Web-linked Viral for FB Page, and Draw Motivation is the only one that had been used by the retailers for FB Group. At the end, the result performance of each viral marketing techniques were ranked out in the proposed enhancement model of digital marketing. Hence, the online retailers that using Facebook (social media) to market their product or services, they will able to focus and use more viral marketing techniques according its effectiveness. 2015-08 Thesis http://eprints.utm.my/id/eprint/77991/ http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:90325 masters Universiti Teknologi Malaysia, Faculty of Computing Faculty of Computing
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	QA75 Electronic computers Computer science
spellingShingle	QA75 Electronic computers Computer science Md. Dawot, Nur Intan A framework for evaluating viral marketing effectiveness using social media
description	The dramatic employment of digital trend technologies, Internet and social media has fundamental touch on business and opened up opportunities in marketing field. Word-of-mouth communication can be helpful in social media for marketing and it is called as viral marketing. However, there are many online retailers, though managed to retain product or product reputation but unsuccessful to grow their business because do not know or do not understand viral marketing techniques. Therefore, this study had been discovered the techniques used in viral marketing on social media. In order to use the viral marketing techniques efficiently, the discovered techniques were evaluated. To evaluate the techniques, a framework to evaluate the techniques was designed and named as VMT Evaluation Framework. Viral marketing techniques had been applied by online retailers (SME) on three different sites of Facebook which are FB Profile, FB Page and FB Group. The result of using the viral marketing techniques on Facebook was based on engagement rate. The engagement rate showed the most effective VMT is Be Fun/Interesting for FB Profile, Web-linked Viral for FB Page, and Draw Motivation is the only one that had been used by the retailers for FB Group. At the end, the result performance of each viral marketing techniques were ranked out in the proposed enhancement model of digital marketing. Hence, the online retailers that using Facebook (social media) to market their product or services, they will able to focus and use more viral marketing techniques according its effectiveness.
format	Thesis
qualification_level	Master's degree
author	Md. Dawot, Nur Intan
author_facet	Md. Dawot, Nur Intan
author_sort	Md. Dawot, Nur Intan
title	A framework for evaluating viral marketing effectiveness using social media
title_short	A framework for evaluating viral marketing effectiveness using social media
title_full	A framework for evaluating viral marketing effectiveness using social media
title_fullStr	A framework for evaluating viral marketing effectiveness using social media
title_full_unstemmed	A framework for evaluating viral marketing effectiveness using social media
title_sort	framework for evaluating viral marketing effectiveness using social media
granting_institution	Universiti Teknologi Malaysia, Faculty of Computing
granting_department	Faculty of Computing
publishDate	2015
url	http://eprints.utm.my/id/eprint/77991/1/NurIntanMdMFC20151.pdf
_version_	1747817880592842752

A framework for evaluating viral marketing effectiveness using social media

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