The role of viral advertising in increasing market penetration and building consumer awareness of products and brands | ||
| International Design Journal | ||
| Article 23, Volume 12, Issue 1 - Serial Number 44, January and February 2022, Pages 283-297 PDF (2.14 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2022.210349 | ||
| Author | ||
| Nevin Mohamed Ahmed Al-Refai | ||
| Assistant Professor, Department of Advertising Production, Division of Media Sciences, International Academy of Engineering and Media Sciences | ||
| Abstract | ||
| rketing messages have become an integral and inseparable part of society; Listening to marketing messages in abundance between companies and consumers has made them inattentive or suspicious of the credibility of advertisements; While the emergence of new online media has allowed companies to change their advertising methods to be more appropriate to emerging trends in consumer behavior and increase their awareness towards goods, services and brands, such as sharing through social media such as Facebook, Twitter and YouTube what is known as (viral marketing) that provided consumers with communications Immediateness with companies through interaction or entertainment with them, or when friends and acquaintances exchange product recommendations, word of mouth becomes a powerful tool to generate a buzz, increase sales revenue, increase companies' market share, and build a trustworthy and commendable reputation; It is an effective way to increase interest in the company's products and services by stimulating and verbally communicating with the company's potential target market. Statement of the problem: 1. What is the concept of viral advertising? 2. How do companies do viral advertising? And what are his tools? 3. How do consumers benefit from viral advertising information? How do you influence others to make or change their purchasing decisions? 4. What are the most important characteristics of successful viral marketing campaigns? 5. What creative approaches to ad design drive the recipient to share it? Significance: The importance of research appears through the importance of the subject itself, by highlighting the viral advertisement, which is a breakthrough in the world of marketing, which requires it in today's world to always search for creativity in various fields and present new ideas, the market is growing rapidly and consumers face many options for products and services. Viral advertising is one of the tools to solve customer problems in this field through its tools and strategies; In addition to its high profit rates compared to traditional marketing, it is of academic, economic and social importance. Objectives: 1. Investigate the concept of viral advertising, and understand the extent to which the recipient is aware of it. 2. Study the stimuli that lead to the recipient's interaction with the advertisement and push him to participate in it. Identify effect of viral advertising on the consumer preference for a good or a brand over another. 4. Determine the most used and effective viral advertising tools (channels) in the world of marketing. Methodology: The research follows the descriptive-critical-analytical approach to a group of marketing topics and advertisements in which the viral marketing method was used, and the resulting results, and its role in the public's remembering of it, consolidating the mental image of the company and the speed of the spread of ideas. Results: Viral advertising is only a part of integrated marketing communications and is of the same quality as the remaining marketing mix along with the "distinctive viral marketing message", but is characterized by low cost compared to traditional marketing methods. Viral marketing is characterized by its speed in delivering advertising and information about the company and its products to the consumer. Viral advertising helps increase the company's popularity and spread among people on various social media sites. Viral advertising can be a positive and low-cost solution to advertising problems when done correctly. Viral advertising increases consumer awareness of the brand, reducing barriers to market entry. Viral advertising is more trustworthy than traditional sources of information controlled by marketing, because it is through communication through friends and trusted personalities through "word of mouth". Small and new companies are able to use viral marketing to generate buzz and establish a similar reputation to large companies, securing a significant portion of market share and bringing in revenue. Viral advertising campaigns can benefit legacy companies by resetting their overall marketing strategy, which will improve their reputation, improve market share and increase sales. Viral advertising enhances engagement, increasing social, interactive and entertaining connections | ||
| Keywords | ||
| Viral Marketing; Viral Advertising; Viral communication; Marketing strategy; Interpersonal communications; Customer relations; Customer loyalty | ||
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