DOES VIRAL MARKETING CREATE BRAND AWARENESS? AN EXPLORATORY STUDY WITH UNIVERSITY STUDENTS
DOI:
https://doi.org/10.23925/2179-3565.2021v12i3p109-117%20Palabras clave:
Viral Marketing, Brand Awareness, ViralizationResumen
Viral Marketing has attracted the attention of many schoolers and people from the field of marketing because of the broad reach the message it shares can get. Recent studies investigated what leads people to share viral content and which content is most likely to become viral. However, there is no proved correlation between virilization and brand awareness generating. Considering that the main purpose of any Marketing is make the target audience identify and remember a brand, the current study investigated through an exploratory survey whether the videos that went viral on 2016 were able to generate brand awareness in a group of students of the Pontifical Catholic University of São Paulo-PUC / SP. The results showed limited impact on the creation of brand awareness, because of previous experience of the public in recognition of the brand displayed on the video. In addition to the results the study also contributes by questioning the content displayed in viral videos and shows how the time of exposure of a brand on a video influences directly in the creation of brand awareness.
Citas
ALBA, J. W.H. AND LYNCH J. G. Memory and decision making. Handbook of Consumer Theory and
Research, Harold H. Kassarjian and Thomas S Robertson, eds. Englewood Cliffs, NJ: Prentice Hall, Inc., 1991:1-
ALMEIDA, M. I. S., COSTA, M., COELHO, R. L. F., & SCALCO, P. R., Engaja-me e atraia-me, então eu
compartilharei: uma análise do impacto da categoria da postagem no marketing viral em uma rede social
, Revista Brasileira de Gestão de Negócios, 2016, 18 (10): 545-569.
BERGER, JONAH, Word of Mouth and Interpersonal Communication: A Review and Directions for Future
Research, Journal of Consumer Psychology, 2014, 24 (4): 586–607.
_______, MILKMAN K. L., What Makes Online Content Viral? Journal of Marketing Research, 2012, 49,
(4): 192-205
_______ & AKPINAR E., Valuable Virality, Journal of Marketing Research, 2017, 54, (4): 318-330
BLOCH, P. H., SHERRELL, D. L., & RIDGWAY, N. M., Consumer Search: An Extended Framework.
Journal of Consumer Research, 1986, 13 (1): 119-126.
DAFONTE-GÓMEZ, ALBERTO, The Key Elements of Viral Advertising: From Motivation to Emotion in the
Most Shared Videos, Comunicar, 2014, 22 (7): 199–207
FREUNDT, V. L. M. A., Métricas de Avaliação de Comunicação de Marketing Offline e Online: Um estudo
sobre o Setor de Bancos, Tese de Doutorado, Universidade de São Paulo (USP), São Paulo, São Paulo,
Brasil, 2012.
KELLER, K. L., Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of
Marketing, 1993, 57 (1): 1-22
KNIGHT, C.V. Viral Marketing, Board watch Magazine, 13, 1999.
NIKOLINAKOU, A. AND KAREN W. K., Viral Video Ads: Emotional Triggers and Social Media Virality,
Psychology& Marketing, 2018, 35 (3): 715–726.
OGDEN, J.R., CRESCITELLI, E., Comunicação integrada de marketing. Conceitos, técnicas e práticas.
São Paulo: Prentice Hall, 2007.
OLIVEIRA, M. F. Metodologia científica: um manual para a realização de pesquisas em Administração,
Universidade Federal de Goiás, Catalão, GO, 2011.
SELLTIZ, C., WRIGHTSMAN, L. S., COOK, S. W., Métodos de pesquisa das relações sociais. São
Paulo: Herde, 1965.
SUN, T., YOUN, S., WU, G. AND KUNTARAPORN, M., Online Word‐of‐Mouth (or Mouse): An Exploration
of Its Antecedents and Consequences, Journal of Computer‐Mediated Communication, 2006, 11, (4): 1104-
TARIQ, M., ABBAS, T., ABRAR, M. & IQBAL, A., EWOM and brand awareness impact on consumer
purchase intention: Mediating role of brand image. Pakistan Administrative Review, 2017 1, (1): 84-102.
TEIXEIRA, T. The New Science of Viral Ads. Harvard Business Review, 2012, 90, (3): 25-27.
TELLIS, G. J., MACINNIS, D. J., TIRUNILLAI, S., & ZHANG, Y., What Drives Virality (Sharing) of Online
Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing,
, 83, (4): 1–20.
TUCKER, C. E., The Reach and Persuasiveness of Viral Video Ads. Marketing Science, 2015, 34, (2): 281–
ZIKMUND, W. G., Business research methods TX, Dryden Fort Worth, 2000.
Descargas
Publicado
Versiones
- 2021-11-21 (2)
- 2021-11-02 (1)
Número
Sección
Licencia
This Journal is licensed under a Creative Commons Attribution-Non Commercial-No Derivers 4.0 International license.
1.The author (s) authorize the publication of the article in the journal;
2.The author (s) warrant that the contribution is original and unpublished and is not in the process of being evaluated in other journal (s);
3. The journal is not responsible for the opinions, ideas and concepts emitted in the texts, as they are the sole responsibility of its author (s);
4. The editors are entitled to make textual adjustments and to adapt the articles to the standards of publication.
