Viral Marketing on Facebook
Author
Kjølby, Michael
Term
10. term
Publication year
2016
Submitted on
2016-07-29
Abstract
Specialet undersøger, hvad der får 16–44-årige til at dele indhold på Facebook i en viral markedsføringskontekst. Formålet er at klarlægge, hvilke motiver og platformfunktioner der driver deling. Empirisk bygger studiet på et spørgeskema, som både afdækker deltagernes delingsvaner (hvad de deler, hvorfor de deler, og om de deler indhold fra virksomheder eller privatpersoner) og deres reaktioner på tre konkrete cases: videoen "Friends Furever" (Android) samt billederne "War is ugly" og "Heaven in the midst of the sea". Analysen fortolker svarene gennem tre teoretiske rammer: Honeycomb of Social Media (identitet, samtaler, deling, tilstedeværelse, relationer, omdømme og grupper), Recommender Role Matrix og The Five Functions of Word-of-Mouse (impression management, emotion regulation, information acquisition, social bonding, persuading others). Specialet diskuterer desuden fordele og ulemper ved viral markedsføring og afgrænsningerne ved designet. De konkrete resultater og konklusioner rapporteres i specialet, men fremgår ikke af dette uddrag.
This thesis examines what motivates people aged 16–44 to share content on Facebook within a viral marketing context. The aim is to clarify which motivations and platform features drive sharing. Empirically, it uses a questionnaire that explores participants’ sharing habits (what they share, why they share, and whether they share content from companies or private individuals) and their responses to three cases: the video "Friends Furever" (Android) and the images "War is ugly" and "Heaven in the midst of the sea." The analysis interprets the data through three frameworks: the Honeycomb of Social Media (identity, conversations, sharing, presence, relationships, reputation, groups), the Recommender Role Matrix, and the Five Functions of Word-of-Mouse (impression management, emotion regulation, information acquisition, social bonding, persuading others). The thesis also discusses the pros and cons of viral marketing and the study’s limitations. Specific findings and conclusions are reported in the full thesis but are not included in this excerpt.
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