This master thesis deals with authentic fake, a phenomenon present in viral marketing. After a brief introduction into the issue and clarification of terms, the study aims to find out whether a seemingly authentic video recording of a catchy incident helps a marketing campaign to succeed, that is to say to achieve high sharing figures amongst internet users. In a theoretical part, the thesis elaborates information from technical books, publications and internet sources dealing with authenticity as such, viral marketing and a match they create, an authentic fake in viral marketing. Theoretical findings from these sources are applied in an empirical analysis. Empirical part of the thesis focuses on analyzing 100 most successful viral campaigns of the world. For this purpose, we consider 4 regression models (linear and logarithmic) with 6 different factors including an authenticity factor. Results of the regression analysis allow us to estimate the influence of these factors on video sharing and to answer questions like why do authentic fake campaigns exist and what are the pros and cons of such marketing strategies. At the end, the thesis contemplates on the future of this phenomenon.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259781 |
| Date | January 2016 |
| Creators | Jelínková, Petra |
| Contributors | Štůsek, Jaromír, Marie, Marie |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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