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Essay example - DISSERTATION ON VIRAL MARKETING OF FMCG: CONSUMER PRIVACY / DATA PROTECTION

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Masters
Essay
Marketing
Pages 10 (2510 words)
Table of contents
1. Introduction…………………………………………………………………………………….3
2. Review of the Literature……………………………………………………………………….3
3. Data Collection…………………………………………………………………………………7


Extract of sample

Review of the Literature………………………………………………………………………..3 3. Data Collection…………………………………………………………………………………7 4. Findings & Discussion………………………………………………………………………….8 5. Conclusion…………………………………………………………………………………….12 6. References……………………………………………………………………………………..14 7. Appendices ……………………………………………………………………………………18 1. Introduction Viral marketing or viral advertisement is a recent buzzword in the field of marketing (Blythe 2006: 510; Scott 2010: 93). Viral marketing is defined as a marketing phenomenon that fosters and influences people to go through the marketing messages created by companies (Hutchison 2013:1; Allen 2008: 12). Viral marketing is a self-replicating process and uses pre-existing social networks and online platforms (Plunkett 2007: 17; Papadopoulou, Kanellis and Martakos, 2011: 301). It spreads exponentially over the social media or other online platforms (Watts and Peretti, 2007: 2). ...
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