Master-Arbeit Univ. St. Gallen, 2008.

Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.

The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.

Mobile Marketing is a critical marketing strategy and a foundation of competitive advantage for small to medium enterprises in the tourism and hospitality industry in South Africa. While many studies focus on mobile marketing, this study focuses on the adoption of mobile marketing innovations by small to medium enterprises in the tourism and hospitality industry in the Western Cape Province of South Africa. Analysing the adoption of Awesome South Africa mobile application, as a marketing strategy among SMEs in the Western Cape tourism and hospitality industry was therefore imperative to understand the factors that influence mobile marketing adoption. The objective was to find out the factors that contribute to the adoption of mobile marketing as well as the factors that would impede the adoption of mobile marketing by the SMEs in this industry. The research employed the Technology Acceptance Model as a theoretical framework as well as a guide in ascertaining the factors that affect the adoption of mobile marketing innovations among SMEs. There is certainty that the Awesome South Africa mobile travel application could partly solve the information asymmetry problem as well as the marketing challenges of the SMEs in the Western Cape Tourism and hospitality industry. An exploratory design was deployed in this study, resulting in the application of a qualitative research approach for data collection, analysis and interpretation. Both content and thematic data analyses were used in this study because data was collected from multiple sources that included reports and face-toface interviews. The research findings showed that the TAM provides a reasonable explanation of the factors that influence technology acceptance amongst SMEs. Perceived usefulness, perceived cost, perceived competitive pressure and perceived employee capability emerged as the significant factors that simultaneously influenced mobile marketing adoption among SMEs. Factors impeding the adoption of mobile marketing application by the SMEs included perceived high cost of adoption, lack of managerial support, employee incompetence, limited financial resources and perceived complexity of the mobile marketing innovations. The recommendation was that the Awesome South Africa mobile application innovators should capitalise on the TAM constructs in order to realise the adoption of their mobile application among SMEs in the Western Cape tourism and hospitality industry.

<p>In this paper, we examine the attitudes of 16- to 19-year olds towards stealth viral marketing in the form of videos posted on websites such as Youtube. Apart from their general attitudes towards the phenomenon, we were also concerned with their views on the ethics involved in this marketing method and how this affects their view on the companies behind the advertising. To accomplish this, we administered a survey to a sample chosen by convenience. Using the Persuasion Knowledge Model and prior research on the subject, we then analyzed the gathered data and reached the conclusion that the respondents in our sample were mainly positive towards stealth viral marketing in this particular form, that they generally did not consider it unethical and that even though most considered the companies to be responsible for such videos, teenagers were not likely to take negative actions against them if they found out that a video that they had seen was in fact a stealth viral video.</p>

In this paper, we examine the attitudes of 16- to 19-year olds towards stealth viral marketing in the form of videos posted on websites such as Youtube. Apart from their general attitudes towards the phenomenon, we were also concerned with their views on the ethics involved in this marketing method and how this affects their view on the companies behind the advertising. To accomplish this, we administered a survey to a sample chosen by convenience. Using the Persuasion Knowledge Model and prior research on the subject, we then analyzed the gathered data and reached the conclusion that the respondents in our sample were mainly positive towards stealth viral marketing in this particular form, that they generally did not consider it unethical and that even though most considered the companies to be responsible for such videos, teenagers were not likely to take negative actions against them if they found out that a video that they had seen was in fact a stealth viral video.

Title: Social Media – And customer interaction in smaller firms Seminar date: 2011-06-10 Course: Information Logistics, D-level. Authors: Marie Stenhammar and Ulrika Carlsson Advisor: Jaime Campos Key words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firms Purpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers. Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations. Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth Empirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these. Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly. The opinion of the companies is that social media offer several possibilities such as stronger relationships with customers and the ability to collect information about the market.

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Viral marketing allows companies to promote their products and services using very small budgets and the viral ad can be considered the holy grail of digital marketing. In this light, the aim of this study is to discuss the main factors in the existing literature that are considered to boost virality and articulate a summarized Virality Theoretical Model. The empirical study included in this thesis involves the monitoring of an actual ad and an assessment of whether it went viral or not and if it follows the guidelines of the Virality Theoretical Model. The empirical study showed that the ad did not go viral and did not include and display all the attributes proposed by the Model. This further indicates, in regards to theory as well as for marketing executives and advertising practitioners, that virality is a complex phenomenon that depends on several different factors involving both content characteristics and dissemination.

<p>The aim of this study is to explore the implementation of viral marketing in Politics. We led a case study in order to discover how viral techniques were used to promote candidates running for the 2007 French election. The review of previous research provided learning about the use of new communication methods in electoral campaigns.Nevertheless, they are not specifically devoted to the viral marketing method. At present, theoretical models about this new phenomenon exist only for business sectors. Viral marketing is becoming of greater importance in the promotion of a candidate's brand image. It was interesting to discover how marketing techniques are transferred into the field of politics. Through our theoretical framework we analysed results from our interview with a webmaster who works for the Nicolas Sarkozy's political party. We explained the role of viral marketing in the communication strategy of politicians. Thanks to the focus group, we assessed the impact of viral marketing among French voters. The results show that it generates a word-of-mouth campaign about the candidate's personality which results in a political "Buzz". This high media coverage heavily influences the voters who are highly sensitive to image branding. However, the counterpart of using viral marketing is the lack of control that candidates maintain over their image. For example, the spreading of undesirable videos could harm their credibility. Finally, our study shows that modern politics is appealing for viral marketing in order to shape the political leader's image, which constitutes a determinant factor to influence voters.</p>