Analyzing The Effect of Contagious Marketing Towards Making an Idea of a Marketing Strategy Goes Contagious

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Romadlon, Muhammad Said (2018) Analyzing The Effect of Contagious Marketing Towards Making an Idea of a Marketing Strategy Goes Contagious. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

This study is focusing on the six elements of contagious marketing towards successful viral marketing in this case to make an idea of a marketing strategy goes contagious. This research will be studying about contagious marketing from quantitative perspective to see the effect of each element (social currency, trigger, emotion, public, practical value, stories) towards making an idea of a marketing strategy goes contagious. By doing that, the author would like to support the previous study which focusing more into qualitative research and offline word of mouth. As the technology changes, the demand for new marketing strategy changes as well. In the past, AISAS used to be one of the best alternative principles on how brand communicate with its customers. Nowadays, focus on AISAS principles is not enough. Therefore, in attempt to be more competitive, brands need to add another principles such as contagious marketing (STEPPS) principle by Jonah Berger. Contagious marketing would be the most suitable strategies for brands to make an idea of a marketing strategy goes contagious as well as it helps brands to be more competitive (catch on). The author will explain the points why brands need to adopt not only AISAS model but also contagious marketing is needed for brands in the specialty coffee industry to use it as a tool to communicate with its customers as well as to be more competitive. The research is supported by real implementation of the idea of contagious marketing to analyze the effect of contagious marketing towards making an idea of marketing strategy goes contagious by giving something extraordinary that lead people to pass on the marketing messages from one to another. Moreover, this research also supported by some books, journals, and theories such as AISAS, viral marketing loop, some expert’s theories such as contagious marketing, Wilson six principles of viral marketing content, Greenberg’s theory on viral marketing content as well as supported by the data collection method such as questionnaire and interview. As a result, the finding reveals that trigger and social currency are the most significant factor compared to the other factors, to lead people to pass on the marketing message.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Indriana Apriyanti
Date Deposited: 16 Jan 2020 04:59
Last Modified: 17 Jan 2020 02:30
URI: http://repository.ipmi.ac.id/id/eprint/160

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