The aim of the study is to contribute to the theoretical debate on Viral Marketing Communication through an in depth analysis of the shock campaign launched in Italy by Wilkinson Sword last May: “mow the law”. We investigated the effectiveness of the VMC campaign focusing on 3 main aspects: cognitive, behavioural and financial goals according to the framework of Cruz and Fill (2008). The study highlights the role of the social network platform for the VMC success. We argued that the VMC draws on the brand image and on the creation and retainment of a loyal community
Viral marketing between communication and entertainment
Colurcio M;Caridà A;Melia M
2011-01-01
Abstract
The aim of the study is to contribute to the theoretical debate on Viral Marketing Communication through an in depth analysis of the shock campaign launched in Italy by Wilkinson Sword last May: “mow the law”. We investigated the effectiveness of the VMC campaign focusing on 3 main aspects: cognitive, behavioural and financial goals according to the framework of Cruz and Fill (2008). The study highlights the role of the social network platform for the VMC success. We argued that the VMC draws on the brand image and on the creation and retainment of a loyal communityFile in questo prodotto:
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