Made available in DSpace on 2016-04-25T16:44:39Z (GMT). No. of bitstreams: 1 Ricardo Araujo de Souza.pdf: 2051956 bytes, checksum: f4c2d664e9ce8f0adbfba71cab03820f (MD5) Previous issue date: 2014-04-11 / This research believes that a relationship exists between the current paradigm crisis in Marketing with a one-dimensional and one-sided view of the relationship of the companies to the market and that theories such as Marketing and Service Co-creation already point to a multidimensional and bilateral vision between the company market and consumers. Even with the new signaling theories to a broader and bilateral, there is a vision myopia , especially in relation to the object of study of the National Marketing. The research believes that this object of study should be the society of hyperconsumption , construct designed by postmodern thinkers . With this construct various multidimensional , complex and dialogical marketing phenomena can be contextualized, such as Viral Marketing. This research then bases its theoretical basis in a model aligned with postmodern ideas about consumerism then to analyze the phenomenon of viral videos on Youtube , with special emphasis on the comparison between most viewed national and international viral video ads / Esta pesquisa acredita que existe uma relação entre a atual crise paradigmática do Marketing e a visão unidimensional e unilateral do relacionamento das empresas para com o mercado e que teorias como o Marketing de Serviço e a Cocriação já sinalizam para uma visão multidimensional e bilateral entre a empresa o mercado e os consumidores. Mesmo com as novas teorias sinalizando para uma visão mais ampla e bilateral, ainda ocorre uma miopia, principalmente em relação ao objeto de estudo do Marketing Nacional. A pesquisa acredita que este objeto de estudo deve ser a sociedade de hiperconsumo, constructo concebido pelos pensadores pós-modernos. Com este constructo vários fenômenos multidimensionais, dialógicos e complexos podem ser contextualizados, como por exemplo, o Marketing Viral. Esta pesquisa então fundamenta sua base teórica em um modelo alinhado com idéias pós-modernas sobre o consumismo para em seguida analisar o fenômeno dos vídeos virais no Youtube, com ênfase especial na comparação entre os vídeos publicitários virais nacionais e internacionais mais vistos

Orientador: Carlos Alberto Kamienski / Dissertação (mestrado) - Universidade Federal do ABC. Programa de Pós-graduação em Engenharia da Informação.

The purpose of my thesis is to analyse viral marketing in the context of commercial communications. The first part describes the changing environment of commercial communications and focuses on new trends such as guerrilla marketing, event marketing, product placement and use of high-tech. Also, the social media emerged, such as social networks, blogs, multimedia sharing platforms etc. The second chapter deals with the viral marketing theory, its inception and main advantages and disadvantages. At the same time the paper offers the strategy for viral campaign creation, it focuses on viral principles on Facebook, Twitter, and video sharing. The third chapter examines 3 Czech viral campaigns from Aquila, T-Mobile and Fernet Stock. The work is concluded by the two-part research: quantitative (made via questionnaires) and qualitative (focus group). The research gathered useful data on the internet usage in the Czech Republic and on perception of viral marketing in the population.

The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers must then attempt to understand the latent opportunities and unsuspecting dangers when branding a flash mob. Toward answering this end, four distinct research studies were used to examine the phenomenon from four different perspectives. The aim of the first paper is twofold. First, it deductively seeks to understand how to categorize branded flash mobs within the marketing literature through an historical and cultural analysis of the phenomenon. Exploratory in nature, this study then employs a mixed methods approach to understand how marketers are currently using flash mobs, and more importantly, if branded flash mobs are an effective tool of communication and persuasion. In the second paper, a field experiment was conducted to assess the impact of a branded flash mob on consumers’ emotions, consumer experience and connectedness in a public market. Qualitative interviews were used to capture the data. Shifting perspectives, the third paper seeks to understand why some branded flash mobs fail to ‘go viral’. Using of a number of focus groups, participants were asked to watch several branded flash mob videos and discuss their willingness to share them online (e.g., email, Facebook, or Twitter). Toward a better understanding of the impact of branded flash mobs on brand equity, the final paper evaluates viewers’ attitude toward the ad. Using netnographic techniques (Kozinets, 2002) 2,882 YouTube comments from three virally successful branded flash mobs ads were examined to understand how branded flash mobs affect brand equity. Responses grouped into one of four archetypical attitudes, each of which has a distinct impact on brand equity. Motivated by the potential for widespread exposure at a relatively low cost, marketers continue to produce branded flash mobs. Sometimes they are fresh and creative, while at others they are out of tune with the spirit of the phenomenon. This thesis uncovers the impact of these efforts on consumer behaviour and brand equity, and concludes with a guide for managers to consider when planning their next branded flash mob. An acknowledgement of the limitations and an outline for directions of future research are also presented. / <p>QC 20140521</p>

Thesis (Ph.D.)--University of Melbourne, Dept. of Information Systems, 2007. / Typescript. Includes bibliographical references (leaves [253]-266).

The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.

Made available in DSpace on 2016-04-29T13:31:10Z (GMT). No. of bitstreams: 1 Gabriel Monteiro da Fonseca Leal Maia.pdf: 598823 bytes, checksum: 35700c02e6514ebcf21024b2cc2f933a (MD5) Previous issue date: 2014-03-28 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The present work had as its main purpose to investigate, under the lacanian psychoanalytic notion of discourse as a form for enjoyment implementation on social bonds, the way in which the modality referred to as "viral marketing" largely employed in the Internet fuses with the technical properties of networked digital media, and its use by the subjects under contemporary capitalist historical context, to yield its diffusing objectives. For such a task, we have first conducted a bibliographical survey, divided into three chapters, and then made an analysis of viral marketing under contemporary social bonds (backed by two cases considered to be successful by professionals in the area). Regarding the researched bibliography, we first establish the relations between capitalism and discourses, sustained by views drawn from Jacques Lacan and other authors in Psychoanalysis. We then focus on the historic developments of strategies for stimulating consumption, especially held by advertising and marketing companies, and their merging with the technical developments of 20th century media and the advent of viral marketing. Later, we investigate the transformations held inside the capitalist mode of production and the abstraction of commodities in brands, examining how these transformations relate to contemporary media system and its use by the subjects. Finally, we place viral marketing under the social bond of the Discourse of the Master, where the market induces the know-how of social network users to spread media content amongst its social circles, propagating both image and brand s name (the virus) / O presente trabalho teve como objetivo principal investigar, a partir da noção psicanalítica lacaniana de discurso como meio de aparelhamento do gozo no laço social, o modo com que a modalidade denominada marketing viral realizada fundamentalmente pela Internet aliase, para colocar em prática seus objetivos, às propriedades técnicas dos meios de comunicação digitais conectados em rede e ao seu uso pelos sujeitos no contexto histórico do capitalismo atual. Para tanto, foram realizados um levantamento bibliográfico dividido em três capítulos e, posteriormente, uma análise do marketing viral no laço social contemporâneo (valendo-se de dois casos considerados bem-sucedidos por profissionais da área). Em relação à bibliografia pesquisada, primeiramente foram estabelecidas as relações entre o capitalismo e os discursos, valendo-se tanto das pontuações de Jacques Lacan quanto de articulações desenvolvidas por outros autores da área da psicanálise. Em seguida, dissertamos sobre o percurso histórico das estratégias de incitação ao consumo presentes na publicidade e no marketing e seu entrelaçamento com o desenvolvimento técnico dos meios de comunicação do século XX até o recente advento do marketing viral. Adiante, tratamos das transformações no modo de produção capitalista e da abstração da mercadoria em marca publicitária, discutindo o modo com que essas mudanças se relacionam com o sistema dos meios de comunicação contemporâneos e seu respectivo uso pelos sujeitos. Por fim, situamos o marketing viral fundamentalmente no laço social do Discurso do Mestre, onde o mercado ordena ao saberfazer dos sujeitos usuários das redes sociais da Internet que replique um determinado conteúdo midiático ao seu círculo de contatos, de modo a produzir a circulação da imagem e do nome da marca (o vírus)

Orientador: Prof. Dr. Carlos Alberto Kamienski / Dissertação (mestrado) - Universidade Federal do ABC, Programa de Pós-Graduação em Engenharia da Informação, 2015. / O presente trabalho apresenta uma abordagem de análise da rede social Twitter a fim de entender como os usuários se tornam influentes, através das suas características pessoais e das características dos seus tuítes. As redes sociais online vêm sendo utilizadas, cada vez mais, para análises de diferentes áreas de pesquisa que se propõem a entender como as relações humanas ocorrem e como são estruturadas. Este projeto se propõe a entender como os conteúdos são difundidos no Twitter, quais as características dos usuários denominados influentes, por serem formadores de opinião, e as características das mensagens que se tornaram virais. Entender como as pessoas se comportam em um grupo é um grande desafio. Com este objetivo, foi criado um coletor de dados para capturar tuítes criados em sete temas diferentes e servir como entrada de dados para as análises de influência através de diferentes técnicas, como: contagem de retuítes e menções, entendimento de quais características costumam apresentar os tuítes que alcançam maior disseminação, criação de grafos relacionando usuários, seus seguidores, tuítes e retuítes para aplicar técnicas de redes complexas e análise com mineração de dados utilizando árvore de decisão. A estratégia utilizada foi aplicar diferentes técnicas para comparar os resultados e chegar em um modelo que possa prever quando um conteúdo ou usuário será influente. Ao todo, foram coletados mais de 62 milhões de tuítes entre os anos de 2014 e 2015. Apesar da grande quantidade de dados, não foi possível desenvolver um padrão exato de como um usuário ou conteúdo se torna influente, porém foi possível entender diversas características que estão presentes nesses usuários e que podem ser utilizadas para aumentar o potencial de disseminação de um conteúdo específico. / This paper presents an analitical approach of the social network Twitter in order to understand how its users become influential through their personal characteristics and the characteristics of their tweets. Online social networks have been increasingly used for analysis of different areas of research that intend to understand how human relationships occur and how they are structured. This project aims at understanding how content is spread on Twitter, what the characteristics of users called influential are, for being opinion leaders, and characteristics of messages that have gone viral. Understanding how people behave in a group is a great challenge. For this purpose, a data collector has been created to capture tweets created in seven different themes as well as to serve as input for the analyzes of influence through different techniques, such as, counting retweets and mentions, understanding of what features usually present tweets that reach further spread, creating graphs relating users, followers, tweets and retweets to apply techniques of complex networks and analysis with data mining using decision tree. The strategy used was to apply different techniques to compare results and get a model that can predict when content or user is influential. In all, we collected more than 62 million tweets between the years 2014 and 2015. Despite the large amount of data, it was not possible to develop an accurate standard for how a user or content becomes influential, but it was possible to understand several characteristics that these users are presenting and can be used to increase the potential for dissemination of specific content.

Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The main benefit of the thesis is to provide basic information about viral marketing, an overview of the use of Facebook services for viral marketing and viral analysis of running applications and their resulting knowledge.

The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.