The effectiveness of Viral Marketing in the Global Place: a case study

Of Burger king

By

ACKNOWLEDGEMENT

I would like to thank to my supervisor supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signed __________________ Date _________________

ABSTRACT

Viral Marketing can be defines as a technique by which social networks are used to spread ideas or messages, through the use of affiliate programs, co-branding, e-mails, and link exchanges on-line, or off-line, through use of word-of-mouth advertising and memes. It uses electronic communication to trigger brand message throughout wide spread of network of buyer. Successful viral marketing campaign are comprised of an engaging message that involves imagination, fun and intrigue, encourages ease of use and visibility and targets Food industry is now realizing the benefits of viral marketing and is trying to integrate it into its tactics. This study aims to determine the extent to which the viral marketing is successful for a company. It also attempts to gauge the level of competitive advantage that firms get in the global world through viral marketing. The study indicates that food websites are expanding upon the basic arcade style advergames and developing more effective ways to engage children and prolong time invested with their brand and product.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Objectives4

Research questions5

CHAPTER 2: LITERATURE REVIEW6

Defining Viral Marketing6

Word-Of Mouth Marketing11

Internet Food Marketing14

Growing Technology and Profitable Food Marketing to Children15

Drawbacks of Viral Marketing20

CHAPTER 3: METHODOLOGY22

Research Design22

Research Approach22

Quantitative Approach22

Qualitative Approach23

Strengths23

Weaknesses24

The Research Process24

Qualitative research25

Search Technique25

Literature Search26

Quantitative research26

Sampling frame26

Content analysis27

Internet28

Ethical consideration29

Reliability/Dependability30

Validity32

CHAPTER 4: FINDINGS34

Primary quantitative research36

Captivating the children's attention36

Advertainment38

Quantitative analysis41

CHAPTER 5: DISCUSSION AND ANALYSIS OF FINDINGS47

Secondary Qualitative analysis47

Consumer attitudes towards viral marketing47

Types of viral messaging48

Viral strategy49

Strategies employed by Burger King51

Memberships, Registration, and Designated Child Areas (DCA)51

Sweepstakes and Contests52

Media Tie-Ins52

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS55

Implications for future academic research56

REFERENCES58

CHAPTER 1: INTRODUCTION

Traditional advertising has seen many transformations over the last couple of decades. The quest for gathering and sustaining the public's attention has led the advertisers and marketers come up with innovative ways to grasp the attention of the target market. Viral marketing is one such technique. In addition to various industries, food industry is now aiming to integrate viral marketing with other traditional forms of marketing. This research aims at highlighting the benefits of viral marketing, take into account the barriers and incentives that are associated with the application of this marketing technique. It also takes into account the conventional strategies of food marketing. The field of marketing is dynamic and ever-changing. It relies on creative and innovative ideas for attracting the consumers. Practitioners and people related to this industry need to build knowledge about this innovative technique and understand how viral marketing can transform and benefit ...