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Viral Marketing and the Impact of Facebook's Like-Button: A Study on the Motivations to Participate in Viral Marketing - Brossura
Sinossi
Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions.
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L'autore
Chiara Broeker belongs to Generation Y. A generantion that grew up with the internet and where social networks belong to the everyday live. She studied marketing and management in the Netherlands, Sweden and South-Korea and is now working as Brand Managerin in the consumer goods industry.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreAV Akademikerverlag
- Data di pubblicazione2013
- ISBN 10 3639455320
- ISBN 13 9783639455328
- RilegaturaCopertina flessibile
- LinguaInglese
- Numero di pagine92
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Viral Marketing and the Impact of Facebook's Like-Button: A Study on the Motivations to Participate in Viral Marketing
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Viral Marketing and the Impact of Facebook's Like-Button: A Study on the Motivations to Participate in Viral Marketing
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Viral Marketing and the Impact of Facebook's Like-Button : A Study on the Motivations to Participate in Viral Marketing
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Taschenbuch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions. Codice articolo 9783639455328
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Viral Marketing and the Impact of Facebook's Like-Button: A Study on the Motivations to Participate in Viral Marketing
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Viral Marketing and the Impact of Facebook s Like-Button
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Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Broeker ChiaraChiara Broeker belongs to Generation Y. A generantion that grew up with the internet and where social networks belong to the everyday live. She studied marketing and management in the Netherlands, Sweden and South-Korea . Codice articolo 4989720
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