NAME OF THE TOPIC: A Study On Viral Marketing Communication - Consumer

This document provides an overview of a research proposal on viral marketing communication and consumer perception and response in Bangladesh. The study will use an exploratory qualitative approach with surveys. The objectives are to analyze how viral marketing has succeeded for companies, understand the differences between viral marketing and traditional word-of-mouth marketing, identify the benefits and risks of viral marketing, and show how viral marketing can benefit companies in the future. The methodology discusses using surveys of 10-20 convenience sample consumers in Dhaka to collect data on perceptions of viral marketing without experiments or control groups.

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NAME OF THE TOPIC: A Study On Viral Marketing Communication - Consumer

Uploaded by

Ignacio Gilliam

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American International University-Bangladesh (AIUB) Subject: Research Methodology NAME OF THE TOPIC: A study on Viral Marketing Communication consumer

perception and response. Introduction: A viral marketing Communication is a process that Publicity of a product in word-ofmouth. It is very common marketing technique in the market. BACKGROUND OF THE STUDY: Word-of-mouth publicity is a centuries-old marketing technique. Once customers had a good experience with a product, they would tell their friends, who would often buy and use that product and then tell other friends dispersing information and recommendations about the product via a social network. Tele-communication brands that relied on social networks to inform potential customers about their products used this technique with great success to build highly recognizable brands. Literature review: Technology makes the spread of product knowledge from one person to another faster and more efficient. Today, digital media like the Internet are the new word of mouth networks, which act as easy, additional resources for people to spread the word. "People have always relied on word-of-mouth to spread the news about products and services. Consumers say the primary source of credibility that makes them visit a Web site is word-of-mouth referrals, usually an e-mail from a friend. Deferent company Product included a linked advertisement link for their service at the bottom of every email and offered a compelling service. On the Web, the technique has been called "word-ofmodem," This term is introduced recently in Bangladesh market. The role and involvement of the customer in purchase decisions and in brand management has changed. No longer can a company passively assert its brand promise and marketing messages out onto the consumer. The tide has changed through the development of new technologies, and the consumers role in perception shaping and purchase power has evolved as a result. According to research validates with certainty that social media is something businesses can no longer ignore. The new demands created by changed consumer needs, societal changes and technological developments, mean that organizations would have to keep up with these changes and start to rethink their ways of operation. The consumers demands for a personal, interactive and relational experience have arisen from the opportunity to demand and experience this type of interaction made possible through improved technology. Hypothesis: The type of research use in this project will be exploratory in nature. We will collect data through survey. The value that can be derived from a well-developed viral marketing 1

campaign, strategies for entry into this developing new media segment, and an analysis of why entry into social media is crucial for corporate success and brand management. There are marked advantages to the embracing of new formats for consumer interaction: brands increase consumer loyalty by involving their customers in their decision-making processes, and the research provides substantial profiling intelligence as a basis for sales and marketing decisions. Social media is the newest and most actively engaging forum for customer and company interaction. OBJECTIVES OF THE STUDY The purpose of the proposal is to study the prospect of viral marketing in Bangladesh by analyzing consumer behavior. The study is going to be prepared to get in-depth knowledge about how viral marketing succeeded on their ventures and how can this be a benchmark for the others. To show how viral marketing are benefited and will be benefited in the future.
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How each of the companies achieved WoM position by their operations. To find the difference between Viral marketing vs. traditional WoM. The benefits and risks associated with viral marketing.

METHODOLOGY My research will be an exploratory research qualitative in nature. Survey will be my basic method. Design: My research proposal is designed by based on viral marketing communication through some survey to get some sample about this type of old publicity. Viral marketing communication is one of the old marketing techniques of product publicity. SAMPLE DESIGN My main think of my proposal is survey. Because without survey I cant collect my sample. I will conduct my survey among some of my friend Banani, Ghulshan area within Dhaka city. I will use convenience sampling method for my sampling and this public survey will be conducted within 10-20 general consumers.