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Based on social network service viral marketing communication research

Author: YinYing
Tutor: ZhouRongTing
School: University of Science and Technology of China
Course: Communication
Keywords: Social network Viral Marketing Integrated Marketing Value information chain
CLC: G206-F
Type: Master's thesis
Year: 2009
Downloads: 1380
Quote: 24
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Abstract


This article first define social networking services (SNS) of the definition, classification and its related concepts, and analysis from the Angle of communication SNS as established on the basis of interpersonal relationships of social networks and has the characteristics of viral transmission. Viral marketing is based on SNS platform is from simple to viral marketing in the form of word of mouth marketing to the integration of the online social media integrated marketing development resources, through the integrated marketing analysis is based on the theory of five rs SNS viral marketing communication on the basis of the possibility of integrated marketing platform. SNS platform through the analysis of the value chain model in the process of the propagation of viral marketing information flow, by the user, the lower levels in the enterprise marketing information, customer inspection on every link the SNS as a marketing platform, and with traditional mainstream search engine marketing and network marketing way comparison of the advantages and disadvantages, put forward in the process of SNS viral marketing communication will meet the potential problems and their countermeasures. Based on interpersonal relationship network of the SNS platform of viral propagation based on SNS to viral marketing as a new field of marketing, after continuously explore and integrate it is bound to become one of the future network marketing the main channel.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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