EFFECTS OF VIRAL MARKETING 5429w Viral Marketing 1.1 Viral Marketing These years, the competitions among companies become more and more furious. Song (2004) pointed out that many companies in
EFFECTS OF VIRAL MARKETING 5429w Viral Marketing 1.1 Viral Marketing These years, the competitions among companies become more and more furious. Song (2004) pointed out that many companies in
EFFECTS OF VIRAL MARKETING 5429w
Viral Marketing
1.1 Viral Marketing
These years, the competitions among companies become more and more furious. Song (2004) pointed out that many companies in order to survive even to develop, they try to make good use any way that can help them to enlarge their market share and build a strong brand. The traditional Medias such as television, newspaper, radio and printed Ads were over used in the last decade. This view was supported by Mogg (2006) who believed that using these traditional ways to promote a product or service not longer can stimulate audiences’ passion and urge effectively. Because in some extent, audiences were get used to receive information of these ways, they need something new, need a new “flavor” of the information they receive (Sally, 2006).
The era that customers rely on marketers’ suggestions or advertising to make a purchase decision was gone. Czinkota (2007) argued that only supply the information that you think customers would need is not working, not enough to persuade customers, and can not fulfill their needs and satisfy them. Customers already become smart enough; they do not like to be persuaded by marketers or advertisings in many situations. They prefer to be active in the buying process and use their own knowledge and standards to decide what they need, and what they happy to buy (Grewal, 2008). A strong brand can make customers have faith in a company and its products. This view seems acceptable for Fill (2005) who agreed that building close relationship with customers is vital; companies try their best to pursue