Table of Contents
1.1 Research topic and research questions.
1.1.1 Research questions.
1.3 Research aims and objectives.
1.3.3 Research hypothesis.
2.0 Literature Review.
2.2 Basic definitions of issues related to the research topic.
2.2.1 What is viral marketing?.
2.1.2 What is social media?.
2.1.3 What is customer loyalty?.
2.3 Reasons for choosing the proposed subject.
2.3.1 Importance of viral marketing as marketing tools.
2.3.2 Importance of social media in viral marketing.
2.3.3 Importance of customer loyalty for the business.
2.4 The undertaken research works on the proposed topic.
2.4.1 Impact of viral marketing on business.
2.4.2 Impact of social medias as marketing tools in viral marketing.
2.4.3 Target audience of viral marketing.
2.4.4 Impact of viral marketing on customer loyalty and sales revenue.
2.6 Conceptual framework.
3.1 Types of investigation.
3.2 Research approach.
3.3 Data collection methods.
3.3.1 Primary data source.
3.3.2 Secondary sources.
3.4 Sampling Method.
3.5 Accessibility issues.
3.6 Ethical considerations.
3.7 Data analysis plan.
3.8 Research limitations.
4.0 Time periods for completing the proposed research work.
4.1 Research timeframe.
4.2 Justification of timeframe.
Viral marketing mainly through Social Medias has been playing a significant role in the explosion of the digital world. Nowadays millions of people are engaging in Social Media including Facebook, YouTube, Twitter, etc without hearing anything new. According to Mashable (2011), Facebook has more than 650 million users, where 750 million photos (value of 75 billion dollars) were uploaded only in 2011. YouTube streamed about 700 billion videos only in 2010, where 25 hours of content are uploaded every single minute. Twitter has over 175 million registered users, where 100 million tweets daily basis. Many investors and venture capitalists are flogging everyday to invest in innovative and creative Social Media companies. Different device manufacturers are engaging every day in Social Media with their move on.
The recent advancements and developments in technologies, particularly in multi-touch screens devices, mobile devices, cloud computing as well as the improvement of interaction with the devices, have allowed the organizations to provide and deliver their products, services and contents in easy, fast, interactive and simple approaches. A huge number of people are using Social media like Facebook, YouTube, Twitter, etc nowadays, organizations are trying to markets their products and services through these media (KIK, 2010).
As a result, this research study focuses on how organizations like PC World can promote their digital products through the development and execution of viral (digital) marketing campaigns.
1.1 Research topic and research questions
1.1.1 Research questions
How can PC World promote viral marketing campaigns to improve its sales and profit?
- Which method of viral marketing can be effective to improve PC World sales and profit?
- Which customer segment or group can be focused on to promote proposed viral marketing?
- How a consumer can get available information about products and their prices through the proposed viral marketing campaign?
1.3 Research aims and objectives
The aim of the proposed research study is to provide suggestions and guidelines for PC World to promote its digital products and service through effective viral marketing strategies.
- To critically review the current literature on different kinds of marketing approaches to compare and contrast the effectiveness of viral marketing in terms of PC World business.
- To evaluate the significance of viral marketing to promote digital products and services of PC World maximizing its sales and profits.
- To find out the impact of viral marketing on customer loyalty.
- To justify the outcome of a viral marketing campaign comparing with mass media marketing approaches.
- To suggest the PC World if only the viral marketing or combine of mass media and viral marketing will be suited for the business to improve its sales and profit.
1.3.3 Research hypothesis
- Viral marketing campaigns are cheaper and more effective than mass media marketing.
- Combine of viral marketing and conventional marketing can achieve PC World’s goals and objectives.
2.0 Literature Review
This chapter has focused on a critical review of existing literature on the proposed research topic. As part of the literature review, the study first has focused on basic definitions of issues related to the research topic and discussed the interest of the selected subject. Secondly, the study has emphasized the research works what has already been done regarding the research topic. Then, the study has concluded a summary of research opportunities and objectives that emerged from the literature review. Finally, the study has illustrated a conceptual framework showing the relationship between key concepts.
2.2 Basic definitions of issues related to the research topic
2.2.1 What is viral marketing?
According to Wilson (2011), viral marketing refers strategy, which motivates peoples to transfer marketing messages to others. As Kozinets et al. (2010) note, viral marketing is the intentional exposure and influence of customer communication and interaction by professional marketing strategies.
2.1.2 What is social media?
Social media refers to Web 2.0 technologies, which encourage internet users to interact with others through mobile devices, desktops, laptops, etc. Social media can be divided into six categories: social networking sites like Facebook, viral game worlds, collaborative projects, virtual communities, content communities, and blogs and micro-blogs (Kaplan and Haenlein, 2010).
2.1.3 What is customer loyalty?
Customer loyalty refers to both the behavioral and attitudinal tendency of customers to like one brand by being satisfied with products and their conveniences or comforted with the brand image. There are various sorts and degrees of loyalty, which include monogamous loyalty, polygamous loyalty, behavioral and attitudinal aspects (CP Loyalty Solution, 2011).
2.3 Reasons for choosing the proposed subject
2.3.1 Importance of viral marketing as marketing tools
Consumers like to share experiences of particular products and recommend others (Dye, 2012). Viral marketing spreads out word-of-mouth faster (Larsen, 2009) through the new format of marketing techniques through social media (Ferguson, 2013).
2.3.2 Importance of social media in viral marketing
The popularity of social media has increased dramatically in recent years connecting and interacting with human beings through advanced technologies (Mashable, 2011). Social media is playing an important role in business to understand customer’s needs and expectations and to maintain relationships with them.
2.3.3 Importance of customer loyalty for the business
Customer loyalty promotes and encourages customers for shopping consistently and frequently, spending more money and feeling positive regarding shopping experiences. It also attracts consumers to the company’s brand and helps to survive in the competitive market. Overall, customer loyalty improves sales and profit with consistent customers visit and increased shopping (CP Loyalty Solution, 2011).
2.4 The undertaken research works on the proposed topic
2.4.1 Impact of viral marketing on business
Radder (2012) claims that advance technologies motivate consumers to share relational, interactive and personal experiences. For example, Microsoft Hotmail could attract above 12 million consumers only in 18 months in 2001, and Burger King attracted about 20 million consumers in 2004 using techniques of viral marketing (Clifford, 2012). However, viral marketing strategies are nowadays more integrated with other traditional marketing methods. For instance, the movie “The Dark Knight” applied both viral and traditional marketing including social media, email, billboards, fake websites, online puzzles, etc to gain $1 billion (Readon, 2009)………….