Viral marketing- social advertising or commercial endeavour: an experimental research

This research paper aims to shed light on the theoretical understanding of viral marketing concept and its main components that have direct and indirect impact on any relational approach. This research is a combination of experimental and theoretical analysis of viral marketing.
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Viral marketing- social advertising or commercial endeavour: an experimental research International Journal of Management INTERNATIONAL (IJM), ISSN 0976 JOURNAL – 6502(Print), ISSN 0976(IJM) OF MANAGEMENT - 6510(Online), Volume 6, Issue 5, May (2015), pp. 53-62 © IAEMEISSN 0976-6502 (Print)ISSN 0976-6510 (Online) IJMVolume 6, Issue 5, May (2015), pp. 53-62© IAEME: http://www.iaeme.com/IJM.asp ©IAEMEJournal Impact Factor (2015): 7.9270 (Calculated by GISI)www.jifactor.com VIRAL MARKETING- SOCIAL ADVERTISING OR COMMERCIAL ENDEAVOUR: AN EXPERIMENTAL RESEARCH Dr. Madhulika Ajay Sonawane Associate Professor, School of Management Studies, North Maharashtra University, Jalgaon,(M.S). India Prof. Dr. Pramod R. Chaudhari Dean- Commerce & Management, M.J.College Jalgaon ABSTRACT The Business organisations in India are looking forward to enter the new more challenging and expanded opportunities for doing business in light of the ‘Make in India’ policy. A new trend and a kind of new horizons are opening forth for entrepreneurs through advanced technology, investment and ease of doing business pattern. The changing patterns and scope of marketing has lead to the need of exhaustive, targeted and focused business strategies that will make the organisation to not only sustain the competition but also to set path for a long run competitive advantage in global competition. Viral marketing is not an age old term but the most effective competitive positioning strategy used in manufactured as well as service sectors for marketing. Several Authors and researchers tried to define the concept of viral marketing through different components, concepts and variable assumptions; however they do not give a standard definition. there exists some similarities in coverage of the idea in experiments and practice , so expressed in different forms author to author. This research paper aims to shed light on the theoretical understanding of viral marketing concept and its main components that have direct and indirect impact on any relational approach. This research is a combination of experimental and theoretical analysis of viral marketing. Key words: Viral Marketing, Business Strategies, Competitive Positioning. PREAMBLE The Changing business environment has always led challenges in strategising for the commercial motives of the business firms both domestic & MNC’s. The trends in each and every sector broadly of manufacturing and services has taken a shift from its conventional business pattern 53International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),Volume 6, Issue 5, May (2015), pp. 53-62 © IAEMEto the modern more sophisticated , professional and goal oriented marketing strategies. varioustechniques and tools of marketing are been innovated ,created and restructured as per therequirement of the competition and changing patterns of doing business. The customers have also changed their preferential ways of buying and choosing the productstime to time and location to location. In this current era of technological advancement the tools andmediums of advertising and making customer aware of the product/ services has changed. Now moreeffectively influencing customers in every segment targeted by the businessmen has an option toreach customer within seconds and place the product features to him for deciding to buy. Thoughviral marketing is not a recent term or strategy used in business world it is more deliberately &exhaustively being used now-a-days through access to e- Facilities like Internet & Mobile apps. In broad terms ‘viral marketing’ is the online work-of-mouth is a marketing technique thatseeks to exploits existing social networks to produce exponential increases in brand awareness.Passing along email is even easier than writing comments. Beyond this, pass-along email seemsparticularly well suited for the spread of images and/or verbal content that is too detailed to bedisseminated via word of mouth. The Internet has radically changed the concept of work-of-mouth,so much so that the term Viral Marketing was coined by venture capitalist Steve Jurvetson in 1997.The term was used to describe Hotmail’s e-mail practice of appending advertising for itself tooutgoing mail from its users. The assumption is that if such an advertisement reaches a ‘susceptible’user, that user will b ...