How does marketing become viral? : An investigation of the dynamics in digital campaigns

Abstract: Viral advertising might be described as a communication in a short period of time related to product or brand, which is spread by consumers. Simultaneously it is becoming an increasingly discussed phenomenon in marketing field, since traditional tools for reaching customers are less efficient. Therefore companies use viral approach to avoid contemporary uncertainty, when customers become more immune towards the influence of advertising. Viral advertising research focuses on viral strategies, psychosocial attitudes towards forwarding content and its diffusion via networks. However, it is relatively unknown how the actual campaign process is designed and unfolds. I conducted a multiple case study, which examines four viral campaigns, to answer the research questions “Which are the design factors for viral campaigns?” and “How are the design components interrelated in viral diffusion process?” In the analysis, I examine viral process in these campaigns through a holistic framework based on existing research streams. Based on a cross case analysis I suggest increased granularity of the involved factors. The thesis identifies new factors in viral diffusion such as consistency and reinforcing cycles. Furthermore, it proposes a framework for studying the process in which viral campaign occurs.