International viral marketing campaign planning and evaluation

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Sormunen, Vilja
dc.date.accessioned 2011-11-14T11:23:18Z
dc.date.available 2011-11-14T11:23:18Z
dc.date.issued 2009
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/289
dc.description.abstract Objective of the Study The objective of this study was to explore international viral marketing campaign (IVMC) planning and evaluation in order to help marketers develop better campaigns. The motivation for the study came primarily from a research gap in existing literature. This thesis set out to answer three research questions that deal with campaign planning, localization and evaluation. Research Method This thesis represents a qualitative single-case study. Semi-structured theme interviews were used for data collection. Five Nokia employees were interviewed for the study; all of whom work directly with viral marketing campaign planning and evaluation at the corporate headquarters in Espoo, Finland. Data collection and analysis were developed around the previously mentioned three themes and the study's theoretical framework. Findings The main findings of this thesis suggest that to ensure maximum persuasiveness and impact, companies creating IVMCs should: understand the character of viral marketing; set solid objectives for campaigns; promote them in owned, earned and bough media; and ensure that it integrates well with other marketing activities. According to the interviewees, viral marketing campaigns appear to work well in most markets where consumers have a way of accessing them, however, a single, global campaign may not work well across markets. The main challenge related to the localization process appears to be a lack of communication and cooperation between the head office and local country organizations. For measurement and evaluation, the use of a combination of metrics was recommended, with efficiency and effectiveness as two key points of evaluation. The study's most valuable contribution to marketers is that it provides a comprehensive roadmap for planning and evaluating viral marketing campaigns. en
dc.format.extent 135
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title International viral marketing campaign planning and evaluation en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.subject.keyword Viral marketing
dc.subject.keyword word-of-mouth
dc.subject.keyword WOM
dc.subject.keyword electronic word-of-mouth
dc.subject.keyword eWOM
dc.subject.keyword Nokia
dc.subject.keyword internet marketing
dc.subject.keyword international marketing
dc.subject.keyword campaign planning
dc.subject.keyword campaign evaluation
dc.identifier.urn URN:NBN:fi:aalto-201111181201
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon kampanjointi
dc.subject.helecon campaigning
dc.subject.helecon suunnittelu
dc.subject.helecon planning
dc.subject.helecon arviointi
dc.subject.helecon evaluation
dc.ethesisid 12157
dc.date.dateaccepted 2009-10-02
dc.location P1 I


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