Viral Marketing Research Articles

Information cascade prediction of complex networks based on physics-informed graph convolutional network

Cascade prediction aims to estimate the popularity of information diffusion in complex networks, which is beneficial to many applications from identifying viral marketing to fake news propagation in social media, estimating the scientific impact (citations) of a new publication, and so on. How to effectively predict cascade growth size has become a significant problem. Most previous methods based on deep learning have achieved remarkable results, while concentrating on mining structural and temporal features from diffusion networks and propagation paths. Whereas, the ignorance of spread dynamic information restricts the improvement of prediction performance. In this paper, we propose a novel framework called Physics-informed graph convolutional network (PiGCN) for cascade prediction, which combines explicit features (structural and temporal features) and propagation dynamic status in learning diffusion ability of cascades. Specifically, PiGCN is an end-to-end predictor, firstly splitting a given cascade into sub-cascade graph sequence and learning local structures of each sub-cascade via graph convolutional network , then adopting multi-layer perceptron to predict the cascade growth size. Moreover, our dynamic neural network, combining PDE-like equations and a deep learning method, is designed to extract potential dynamics of cascade diffusion, which captures dynamic evolution rate both on structural and temporal changes. To evaluate the performance of our proposed PiGCN model, we have conducted extensive experiment on two well-known large-scale datasets from Sina Weibo and ArXIv subject listing HEP-PH to verify the effectiveness of our model. The results of our proposed model outperform the mainstream model, and show that dynamic features have great significance for cascade size prediction.

The Impact of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce: Study of students in Indonesia

The phenomenon captured in this research is that in the top brand index from 2019 to 2023, Blibli is the e-commerce with the lowest top brand index. The aim of this research was to identify the influence of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce. The respondents in this research were Indonesian students totaling 200 respondents, using purposive sampling data collection techniques. data processed with SPSS. The results of data processing show that, Viral Marketing, Influencer Marketing and Celebrity Endorsers have a positive and significant influence on purchasing decisions at Blibli E-commerce made by Indonesian students. The interesting thing in this research is that Indonesian students decide to buy products at Blibli because of celebrities. The endorser is Yura. This is because the communication style provided by Yura as a celebrity endorser is very attractive and convincing to Indonesian students.

The Effect Of The Viral Marketing Song On The Millenial Generation’s Buying Interest

This research was motivated by a jazz singer named Tulus from Bandung, whose song went viral in March 2022. “Hati-Hati di Jalan” managed to occupy the 42 Global Top 50 on Spotify. This indicates that the song is worldwide and enjoyed by global listeners, including the millennial generation. According to Chart Data, the Indonesian song managed to become the first in history to occupy that position. The presence of viral marketing can also help Spotify to introduce its songs more effectively, massively and quickly to the millennial generation. The purpose of this study was to find out how high the influence of viral marketing for the song "Hati Hati di Jalan" by Tulus on the Spotify application on the millennial generation's buying interest on Instagram. This study uses a quantitative approach based on the philosophy of positivism. The analytical technique used is simple linear regression which is processed using the SPSS Statistic version 27 program. The results of this study indicate that the high influence of viral marketing for the song "Hati Hati di Jalan" by Tulus on the Spotify application on the millennial generation's buying interest on Instagram is 54.6%, while the remaining 45.4% is influenced by other variables not examined in this study.

Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Keputusan Pembelian Skintific

The widespread development of the internet has encouraged many cosmetic brands to adopt marketing strategies that focus on utilizing online platforms. They use the internet as a means to communicate, convey information, and promote their brand to consumers. This study aims to examine the effect of viral marketing, celebrity endorsers, and brand awareness on purchasing decisions for the Skintific cosmetic brand. The sampling method used was non-probability sampling with 112 respondents. Data collection was carried out through questionnaires, and the data analysis technique used was multiple linear regression test. The results showed that viral marketing, celebrity endorsers, and brand awareness together have a significant influence on purchasing decisions for the Skintific cosmetic brand. In addition, partially, viral marketing variables, celebrity endorsers and brand awareness also have a significant influence on purchasing decisions.

PENGARUH VIRAL MARKETING TIKTOK TERHADAP KEPUTUSAN BERKUNJUNG KE M BLOC SPACE JAKARTA SEBAGAI WISATA BELANJA


 
 
 The popularity of TikTok has soared since the COVID-19 pandemic. In Indonesia alone, users of the Tiktok platform have reached 22 million active users each month. One of the tourist attractions in DKI Jakarta that is currently visited by users of the social media platform Tiktok is M Bloc Space Jakarta. The method used is a mixed-method data analysis technique, which includes quantitative descriptive analysis and qualitative descriptive analysis. The sampling technique was purposive sampling, with a total of 100 respondents. Data collection techniques were carried out by means of observation, interviews, questionnaires, literature studies, and documentation. Data testing was carried out using the validity test, reliability test, linearity test, heteroscedasticity test, t test, and coefficient of determination test with SPSS version 25.0 for Windows. The results of the existing phenomena indicate that TikTok viral marketing has a positive effect on the decision to visit M Bloc Space Jakarta, with the results of the significance analysis test value of 0.000 0.05. The magnitude of the coefficient of determination is 75%. Other findings suggest that visitors who visit bring up new behaviours, namely an interest in shopping, so that M. Bloc Space Jakarta can be said to be one of the attractions for shopping tourism in the city of Jakarta.
 
 

Research on Viral Marketing of Global Warming Communication based on the STEPPS Model

Effective communication of global warming information is the basic process to alleviate the climate change problem closely linked to humans’ sustainable development. What’s more, climate change is not reversible and invisible. The reasons for the failure to communicate global warming-related information can be attributed to obscure language, unidirectional input, and disinformation. Therefore, catching people’s eyes in this field isn’t easy. Although the United Nations and governments implement lots of policies to reduce the emission of carbon dioxide, global warming has threatened millions of lives of creatures and their habitats. The communication strategies of global warming information or policies need to be more valid to raise people’s attention and put them into action. The application of the viral marketing model STEPPS will be the main focus of this essay. The suggestion is theoretically based on this model, combining the current communication challenges from emotions, practical value, story, and social currency. Combining the STEPPS model with scientific information communication is a creative strategy to spread the important message to the audience effectively, and there is research about the application of the viral marketing model in the global warming field. This essay will provide a new and original method to the transmitter of environmental protection organizations.

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia marketing. The first case study analyzes the retro wave created by the popular TV series “Stranger Things” and how it skillfully employed elements from the STEPPS model (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to achieve successful viral marketing. The second case explores KFC China’s “Back to 1987 Prices” campaign, demonstrating how nostalgia can be leveraged on the product side to drive consumer engagement and brand affinity. The analysis dissects the strategies used in each case study, revealing the effectiveness of nostalgia in achieving viral marketing. In conclusion, this study underscores the profound significance of nostalgia marketing in contemporary brand strategies. By examining two distinct Möbius strip frameworks—Product-Based Nostalgic Marketing Möbius Strip and Media-Based Nostalgic Marketing Möbius Strip, this study unveils the enduring appeal of nostalgia in evoking consumer emotions and creating contagious marketing phenomena. Brands should grasp consumers’ emotional ties to the past to increase brand visibility, foster community, and drive long-term business growth in products and media, effectively triggering and riding the retro wave.

Digital Marketing and its Role in Customer Acquisition

"The study examines the role of digital marketing in customer acquisition. The relevance of this research is driven by the fact that marketing is increasingly encompassing various industries today. One of its main tasks is to acquire new customers. At the same time, the growing number of companies producing goods with similar specifications means that marketing is beginning to use the latest technologies to increase its target audience actively. As a result, the topic of digital marketing’s role in the cultivation of customer loyalty is becoming an acute issue. The study aims to discover the role of digital marketing in customer acquisition. The research object is digital marketing strategies. Research methods. The following research methods were employed in this paper: description, analysis and synthesis, comparison, generalization, and modelling. The article is dedicated to unravelling the role of digital marketing in customer acquisition. The authors describe the impact of factors such as the virtual space, competition, the accessibility of the average consumer to the Internet, and the lack of qualified personnel in marketing on the application of digital marketing in business activities. The study characterizes the essence of the “digital marketing” concept in broad and specific contexts. In addition, the authors identified the advantages of digital marketing and its components. The article analyzes the main features of digital marketing applied to customer acquisition. They include the Internet, mobile devices, digital television, interactive screens, and local networks. The article summarizes digital marketing methods for attracting customers. The authors investigate customer acquisition methods such as contextual advertising, retargeting, mobile marketing, viral marketing, Big Data, RTB, SMM, SEO, SMO, SEM, and email marketing. During the research, a model was developed that presents the main trends associated with digital marketing in the context of customer acquisition. These trends include ads harmoniously embedded in content, online advertising being widely present in the virtual space, advertising customized to a specific category’s needs, advertising in various formats, and customer acquisition by forming a virtual community. This article categorizes customer acquisition tools into three groups: paid resources, owned resources, and earned resources."

Use of Innovative Marketing Technologies in the Field of Culture

The purpose of the article is to study the peculiarities of using innovative marketing technologies in the field of culture, in particular, their role in identifying and satisfying consumer demand for cultural products and services. The research methodology is based on the use of such methods as comparative analysis and synthesis to highlight the peculiarities of using innovative marketing technologies in the field of culture; philosophical and logical to reveal the role of innovative marketing technologies in identifying and satisfying consumer demand for cultural products and services. The scientific novelty of the work is that it analyses and substantiates the feasibility of using innovative marketing technologies in cultural institutions to create and promote cultural products and services and clarifies their role in effective communication with visitors. Conclusions. Today, cultural institutions have begun to use the Internet quite actively to promote their services and products, and online channels help them communicate effectively with consumers in any environment. This has contributed to the use of modern marketing technologies to promote cultural products and services in the virtual space and the use of such types of marketing as SMM, viral marketing, video marketing, mobile marketing, content marketing. That is why Internet communications, including social media, are becoming increasingly important for marketing. Cultural institutions have also begun to use identity, which is a full-fledged marketing tool that creates the desired image of the institution, identifies the cultural product with the brand. Cultural institutions must constantly use innovative approaches and new technologies to effectively operate and promote their cultural products and services, as interest in cultural services is rather slow. Therefore, the use of innovative marketing technologies by cultural institutions contributes to their success in the cultural services market, gives them a competitive advantage and helps to expand their audience. Keywords: cultural marketing, cultural product, service, marketing tools, innovative marketing technologies, brand identity.

Determinants of Purchase Decision on Halal Product: The Mediating Effect of Halal Certification

Many food and beverage products circulating among Muslim communities do not meet the standards for halal products, one of which is the display of halal certification labels. Halal certification is a major factor in a Muslim's purchase decision as part of observing Islamic law in terms of food and beverages. This study aimed to analyze the extent to which religiosity, viral marketing, and price affect the purchase decision of halal products for the Muslim community through halal certification as a mediation variable. The research model was quantitative and involved 174 respondents with non-probability sampling and purposive sampling sampling techniques. This study used primary data collected through questionnaires in Google Forms distributed through social media. The analysis technique utilized the Smart PLS software. The main findings confirm that religiosity and viral marketing have a significant influence on the decision to purchase halal products directly. In contrast, prices do not have a significant effect on the decision to purchase halal products directly. Meanwhile, the halal certification testing is mediation, and it is not able to mediate the relationship between religiosity, viral marketing, and price variables towards the purchase decision of halal products indirectly. A limitation of this study is the lack of references to halal certification as a mediating variable. The variables used are still limited to three independent variables, and the respondents obtained are still dominated by students and Generation Z. For further research, it is recommended to use independent variables other than those used in this study and embrace respondents from the general public.

Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Konsumen Produk Mixue di Kota Palembang

The purchasing decision is the result of the interaction between consumers' needs, motivations, perceptions, and attitudes towards products or services offered by marketers. Consumer purchasing decisions are influenced by their attitudes and subjective norms towards the products or services offered. This research aims to examine the influence of viral marketing and fear of missing out on purchasing decisions. The research is of a quantitative descriptive type, and data were collected through the distribution of questionnaires. A total of 100 respondents were successfully gathered by distributing questionnaires to Mixue product consumers in Palembang, Indonesia, using a combination of accidental sampling and homogeneous sampling techniques. The analysis technique used was a quantitative method based on the questionnaire distribution results. The analysis results show that, partially, viral marketing and fear of missing out each have a positive and significant impact on increasing purchasing decisions. Furthermore, simultaneously, viral marketing and fear of missing out variables together have a positive influence on increasing purchasing decisions.

Analysis of Viral Advertising Research Hotspots and Trends Based on Bibliometric Methods

With the popularity and development of social media, viral advertising has also gained tremendous development. Viral advertising as a useful promotional strategy can increase the publicity effectiveness of a brand or product. The purpose of this study is to better understand the research and progress of viral advertising and to explore future research directions. This study examined the viral advertising literature on the Web of Science database from 2004-2022, using bibliometric methods to analyze the data in terms of the annual number of publications, source journals, citations, authors, countries and institutions, and keywords. The results reveal the publishing trend of viral advertising research, the most influential literature and journals, as well as the most productive countries, institutions, and authors, including collaborative partnerships among them. The keyword co-occurrence analysis, cluster analysis, and time evolution analysis identified the research hotspots, themes, and evolution trends of viral advertising. This bibliometric study presents an overall profile of research in the field and proposes a research framework for the study of viral advertising that can serve as a reference, providing valuable guidance for advancing research in this area.

The Influence of Using Idol Kpop Brand Ambassador, Viral Marketing, and Lifestyle on Impulse Buying in Consumers Shopee Marketplace

This study aims to analyze the effect of using kpop idol brand ambassadors, viral marketing, and lifestyle on impulse buying on shopee marketplace consumers in Badung Regency, This research uses quantitative research methods, with purposive sampling techniques. The sample calculation used the Slovin formula technique which in this study amounted to 100 respondents. The results of this study explain that the variables of using kpop idol brand ambassadors, viral marketing, and lifestyle simultaneously have a significant positive effect on impulse buying. The use of kpop idol brand ambassadors partially has a positive and significant effect on impulse buying. viral marketing partially has a positive and significant effect on impulse buying. Lifestyle partially has a positive and significant effect on impulse buying.

The Impact of Price Discounts and Viral Marketing on Purchase Intentions in TikTok E-commerce

In the current digital era, the role of social media, especially TikTok, has rapidly evolved and become an integral part of the daily lives of the global community. TikTok, a social network initially focused on short music videos, has transformed into an e-commerce platform that is changing the way we shop. With features like the “yellow cart”, TikTok enables content creators to market products and earn money from their sales. This research aims to determine the influence of viral marketing and discount promotions on purchase intention using a quantitative research method by utilizing a questionnaire in the form of a Google form, which will be distributed to the public by the researcher. This type of research is quantitative with an unspecified or unknown number of respondents. Using the Hair formula, the maximum sample size is 70 respondents for 7 indicators. In this study, the sample size is 70 respondents. The data analysis technique used in this research is multiple linear regression analysis using SPSS version 23 as the data processing tool. The results of this study indicate 37.2% of the variation in Price Discount can be explained by the variables Viral Marketing and Price Discount. the effect of Viral Marketing and Price Discount have a significant influence on Purchase Intention.

Pengaruh Viral Marketing dan Harga Terhadap Perilaku Impulse Buying Pada Market Place Shopee (Studi Pada Mahasiswa Pasca Sarjana Universitas Lambung Mangkurat)

The purposes of this study were 1) to determine and test the partially significant effect of viral marketing on impulse buying at the marketplace place shopee (Study on Postgraduate Students at Lambung Mangkurat University), 2) to determine and test the partially significant effect of price on impulse buying at the marketplace marketplace (Study on Post-Graduate Students at Lambung Mangkurat University), 3) to determine and test the significant effect simultaneously of viral marketing and price on impulsive purchases at market place marketplaces (Study on Postgraduate Students at Lambung Mangkurat University).The type of research used is explanatory. The population in this study were Postgraduate Students at Lambung Mangkurat University with a total sample of 190 people. Methods of data analysis using multiple linear regression analysis. The results of the study show that 1) there is a partial significant effect of viral marketing on impulse buying in the marketplace marketplace (Study on Postgraduate Students at Lambung Mangkurat University). 2) There is a significant effect partially on price on impulsive purchases in the marketplace marketplace (Study on Postgraduate Students at Lambung Mangkurat University). 3) there is a significant simultaneous effect of viral marketing and price on impulse buying in the marketplace marketplace (Study on Postgraduate Students at Lambung Mangkurat University). Keywords : Viral Marketing, Price, Impulse Buying

PENGARUH VIRAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE CAMILLE BEAUTY

The fact of the rise of social media and the strong development of digital has made some entrepreneurs or business people to compete with each other to develop a product, with the trend that is developing today. This study aims to determine how much influence viral marketing and product quality have on purchasing decisions, this type of research is quantitative descriptive with an associative approach and uses multiple linear regression analysis. The sample in this study was consumers who used Camille beauty skincare which was determined using the calculation of the Slovin formula with alpha 5% and the results were 96 respondents. The sampling technique used in this study is probability sampling with a simple random sampling approach. Data analysis uses multiple linear regression, partial and simultaneous hypothesis testing and coefficient of determination. The results of this study show that simultaneously, viral marketing variables and product quality have a positive and significant effect on purchasing decisions while partially, viral marketing variables and product quality have a positive and significant effect on purchasing decisions.

TIKTOK LIVE SHOPPING'S USE OF LIVE STREAMING TO INCREASE WORD OF MOUTH

Live streaming has become a well-liked way for businesses to boost interaction and consumer engagement, ultimately leading to positive word-of-mouth promotion. Word of mouth is crucial in business since it serves as a reliable gauge for assessing a product's quality prior to purchase, hence reducing uncertainty in decision-making. Previous studies overlooked the benefits of live streaming for word-of-mouth. Hence, the objective of this study is to examine the emergence of word-of-mouth communication facilitated by live streaming, employing the socio-technical approach and attachment theory. This quantitative research has a total of 12 hypotheses. Data was collected through the distribution of online questionnaires using purposive sampling, by examined 319 TikTok Live Shopping users. The data was collected and analyzed using SmartPLS. Live streaming yields a favorable impact on user engagement and viral marketing. Streamers exert significant effect on audience engagement, fostering strong connections with the platform, user loyalty, and word-of-mouth promotion. Consequently, marketers can optimize the utilization of live streaming by collaborating with the most compatible streamers. Additionally, this study discovered that vicarious expression does not have a beneficial impact on platform attachment. This study suggests using live streaming as a strategy to improve customer retention and build stronger relationships with customers, which offers insightful information for business experts in Indonesia. It addresses the constraints of previous research, which focused mainly on loyalty to brands in terms of transactions, by providing theoretical support for exploring the relationship between user stickiness and word-of-mouth generation on live streaming platforms.

Buzz marketing: Examining the effect of online reviews on purchase consideration

Buzz marketing is a novel and interesting approach in the service industry that generates interest and excitement about a product or service through word-of-mouth promotion and viral marketing, rather than relying solely on traditional advertising methods. This study investigates the impact of online reviews on the sales of various products and services. To do this, a sample of 410 participants was drawn from a diverse group of customers living in Delhi and the National Capital Region of India. Both primary and secondary data collection methods were used to gather data, and a closed-ended questionnaire was administered to collect information. The study found that online review quality and reviewer characteristics significantly impact consumer attitudes and purchase intentions, with individual consumer characteristics acting as a negative moderator. These results have important implications for businesses looking to improve sales through online reviews. The originality and value of this study lies in its examination of the relationship between online reviews, review quality and reviewer characteristics on consumer attitudes and purchase intentions. By understanding these relationships, businesses can improve their online reputation and increase sales by focusing on high-quality reviews and maintaining the credibility and reputation of their reviewers.

Network Dynamic GCN Influence Maximization Algorithm With Leader Fake Labeling Mechanism

Influence maximization is an important technique for its significant value on various social network applications, such as viral marketing, advertisement, and recommendation. Traditional heuristic algorithms for influence maximization suffer from different issues, such as accuracy descent and information loss during network exploration. Besides, recently proposed deep learning-based approaches cannot extract the in-depth structural information of social networks well. In light of these problems, we propose a novel heuristic method called the network dynamic GCN influence maximization algorithm based on the leader fake labeling mechanism. To exploit the in-depth network topology information for the influence maximization task, we design a network dynamic GCN that owns adaptive layer numbers in terms of different network scales to obtain node representations. Then, considering that there are few labels in the network or the labels are irrelevant to the task of influence maximization, we establish a leader fake labeling mechanism to automatically generate node labels that are helpful to seed nodes selecting for model training. Finally, a heuristic method based on the Mahalanobis distance is developed to quickly select influential seed nodes with the learned node representations. Three real-world datasets are used in our experiments, and the experimental results demonstrate that our algorithm has a better performance for seed set identification under the premise of high efficiency compared with some latest heuristic influence maximization algorithms.

Evaluation of the Effect of Using Viral Marketing Techniques on Cruise Shipping Companies from The Customers' Point of View

Evaluation of the Effect of Using Viral Marketing Techniques on Cruise Shipping Companies from The Customers' Point of View