Viral Marketing Research Articles

PERAN E-WOM MEMEDIASI VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN JAFRA COSMETICS INTERNASIONAL DI KOTA KENDARI

Decisions regarding purchasing JAFRA Cosmetics International products are often influenced by other individuals, friends and communities. Along with technological advances and the development of social media with viral marketing E-WOM has an impact in terms of positive and negative statements of consumer behavior. The purpose of the study was to determine the influence of viral marketing on purchasing decisions of Jafra products mediated by E-WOM. This study used an explanatory type of research using a quantitative approach. The population of this study is Jafra consumers in Kendari City. The sampling technique uses Purposive sampling of 50 respondents from consumers of Jafra products and data analysis techniques using Smart-PLS. The results showed that Viral Marketing does not directly affect Purchasing Decisions, but the existence of E-WOM is able to mediate Viral Marketing to affect JAFRA Cosmetics International Purchasing Decisions in Kendari City. The mediation variable model found in this study is that E-WOM has a role as a perfect mediation (Complete mediation). In this case, E-WOM has a greater impact on more effective marketing communications.

Social networks as an effective higher education institution promotion tool in the Republic of Armenia

Relevance. The research relevance is determined by the modern context, in which Internet marketing is crucial for the promotion of any product, including educational resources. Purpose. The study aims to provide a detailed review and analysis of marketing strategies aimed at using social media, in particular Instagram, to improve the promotion of higher education institutions. Methodology. The following scientific research methods were used: comparative analysis, systematisation, and survey. Results. The study reveals the role and significance of social media in the Armenian educational system and considers the latter as an effective tool for promoting Internet marketing and educational resources. The study highlights social networks as a platform for the use of hidden and viral Internet marketing methods. Higher education institution activity on the Instagram platform, namely the European University of Armenia and the American University of Armenia, has been studied. The study determined that the effective use of social media can have a positive impact on the reputation and attractiveness of higher education institutions. The study has shown that awareness of these aspects of media literacy is an important factor in increasing interaction with the audience and creating a positive image of the university, which is of particular importance in the context of attracting potential students and their parents. Conclusions. The study conducted a survey of applicants to higher education institutions in Yerevan, which confirms that social media is an important tool for promoting universities, facilitating active participation of prospective students, creating an attractive image and opportunities for further development of marketing strategies. The results obtained can be used to develop programmes for the promotion of higher education institutions of the Republic of Armenia on social media, helping to increase their popularity and attract the attention of new students.

STRATEGIES TO IMPROVE THE PERFORMANCE OF MSME’s IN KUNINGAN REGENCY

This study examines the variables of Affiliate Marketing, Viral Marketing, Sales Volume, and Sales Performance. Conducted in Kuningan Regency, West Java, with a population of Micro, Small and Medium Enterprises (MSMEs) in the region, the number of research samples was 160. The type of research used is Quantitative Descriptive with Structural Equation Modelling (SEM) as the analysis model. The results showed a significant influence between Affiliate Marketing and Viral Marketing on Sales Volume. However, there is no significant influence between Affiliate Marketing and Sales Performance. In contrast, Viral Marketing is proven to have a significant influence on Sales Performance. In addition, Sales Volume is shown to have a significant influence on Sales Performance. The findings contribute to practical understanding for MSMEs and related parties in optimising marketing strategies, especially through SEM model analysis. This study also identifies the existence of indirect effects, showing that both Affiliate Marketing and Viral Marketing have an influence on Sales Performance through the intermediary variable of Sales Volume

HOW TO INFLUENCER AND VIRAL MARKETING INCREASE PURCHASE INTENTION

Heaven Scent is a business engaged in the perfumery industry and was established in 2021. Various marketing efforts made by Heaven Scent are promotions using influencer marketing and viral marketing. This study was conducted to determine the effect of influencer marketing and viral marketing on purchase intention in products from Heaven Scent. This type of research uses quantitative method research methods with the population, namely followers of Instagram @heavenscentindonesia. Data collection was carried out by questionnaire by Google Form distributed to Heaven Scent social media followers. Sampling using purposive sampling with a sample size of 100 respondents. The data analysis method used in this research is Statistical Product and Service Solution (SPSS) with multiple linear regression analysis method. The results show that the variables of influencer marketing (X1) and viral marketing (X2) have a significant effect on purchase intention, The conclusion that can be drawn from this study is that influencer marketing and influencer marketing variables affect the purchase intention of Heaven Scent products. 

HIKS: A K‐shell‐weighted hybrid approach method for detecting influential nodes in complex networks using possible edge weights

SummaryThe influential node in the network is the node that has a higher impact on network functioning compared to the other nodes. The influential node detection in the complex network is crucial for rumor containment, virus spreading, viral marketing, and so forth. The researchers designed several influential node detection methods; still, detecting community and influential node selection with minimal computational complexity by considering the relationship between the nodes is challenging. Hence, an optimal community detection along with the hybrid K‐shell decomposition method is introduced in this research. Initially, the optimal community from the complex network is identified to reduce the computation burden. For this, the Improved Dingo (IDingo) algorithm is introduced by hybridizing the hunting behavior of Dingo and the rough encircling behavior of Harris Hawk. After detecting the optimal community, the influential node identification is devised using the proposed hybrid K‐shell decomposition methods. The potential edge weights are considered while ranking the nodes. The performance of a proposed method is analyzed using six various datasets and accomplished the maximal cluster coefficient of 0.56578, 0.25674, 0.24022, 0.5968, 0.23419, and 0.10196 for Karate, Dolphins, C‐Elegance, Facebook, Gowalla, and Power Grid Dataset.

Supplementary Influence Maximization Problem in Social Networks

Due to important applications in viral marketing, influence maximization (IM) has become a well-studied problem. It aims at finding a small subset of initial users so that they can deliver information to the largest amount of users through the word-of-mouth effect. The original IM only considers a singleton item. And the majority of extensions ignore the relationships among different items or only consider their competitive interactions. In reality, the diffusion probability of one item will increase when users adopted supplementary products in advance. Motivated by this scenario, we propose a supplementary independent cascade (IC) and discuss the supplementary IM problem. Our problem is NP-hard, and the computation of the objective function is #P-hard. We notice that the diffusion probability will change when considering the impact of its supplementary product. Therefore, the efficient reverse influence sampling (RIS) techniques cannot be applied to our problem directly even though the objective function is submodular. To address this issue, we utilize the sandwich approximation (SA) strategy to obtain a data-dependent approximate solution. Furthermore, we define the supplementary-based reverse reachable (SRR) sets and then propose a heuristic algorithm. Finally, the experimental results on three real datasets support the efficiency and superiority of our methods.

Influence Maximization via Vertex Countering

Competitive viral marketing considers the product competition of multiple companies, where each user may adopt one product and propagate the product to other users. Existing studies focus on a traditional seeding strategy where a company only selects seeds from the users with no adopted product to maximize its influence (i.e., the number of users who will adopt its product). However, influential users are often rare, and the gain from traditional seeding will degrade as the number of seeds increases. Therefore, in this paper, we study the promising countering strategy which is to counter some users who initially use other products s.t. they will turn to adopting the target product and recommending it to others. We propose the problem of influence countering : given a graph, a budget b , a target company C t , and a set S of the seeds adopting different companies (where each seed adopts one company), we counter b users in S who do not adopt C t to turn to adopt C t s.t. the expected number of users who eventually adopt C t in the influence diffusion is maximized. Following existing studies, we formalize the diffusion process by the Multi-Campaigner Independent Cascade model. We prove the influence countering problem is #P-complete and its influence computation is #P-hard. Then, we propose two novel algorithms MIC and MIC + to address the problem. In general, MIC estimates seed influence by its empirical average influence in multiple graph samplings, while MIC + improves MIC by reducing the cost of influence estimation and the required number of samples. Given pre-set ε and l , both algorithms return a (1 - ε )-approximate solution with at least 1 - n - l probability. We also design an index for MIC + to efficiently process graphs that are frequently updated. The experiments on 8 real-world datasets show that our algorithms are efficient in practice while offering strong result quality.

The Influence of Viral Marketing and Halal Awareness on Purchasing Decisions at The Mie Gacoan Branch Dr. Mansyur Medan

This study was conducted to determine the effect of viral marketing and halal awareness on purchasing decisions at the Dr. Mansyur Medan branch of Mie Gacoan. In this study using quantitative research, quantitative research can be interpreted as a research method based on the philosophy of positivism, used to research on certain populations or samples, characteristics and relationships between variables whose data collection techniques use questionnaires. Data collection in this study was carried out through distributing questionnaires using a Likert scale. The sample in this study were Gacoan Noodle Consumers totaling 97 respondents. The technique used to analyze data using Multiple Linear Regression Analysis with the help of SPSS Software. The results showed that the partial test of viral marketing variables had a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch. The halal awareness variable has a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch, and in the simultaneous test the viral marketing variable and the halal awareness variable together have a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch. In the Coefficient of Determination test, the Adjusted R Square value is 0.562 (56.2%) and the rest is influenced by other factors.

The Influence of Emotional Experience on the Success of Viral Marketing Strategies in the Food and Beverage Industry

This research explores the impact of emotional experiences on the effectiveness of Viral Marketing strategies within the Food and Beverage (FnB) industry. The study examines the correlation between emotional content in social media and its ability to engage consumers, ultimately contributing to the success of viral marketing campaigns. The research utilizes a sample collected over a brief period, focusing on emotional factors and the relevance of content to consumer sharing behavior. Academic recommendations emphasize the need for future studies to employ larger samples and more specific variables to enhance the depth and accuracy of results in understanding Viral Marketing strategies. Practical recommendations suggest that businesses in the FnB industry should consider incorporating specific emotional elements into their social media content, alongside ensuring relevance to current trends and public interests. The findings indicate that emotionally resonant and relevant content holds the potential to captivate consumers, fostering increased interaction and content sharing.

Identifying key players in complex networks via network entanglement

Empirical networks exhibit significant heterogeneity in node connections, resulting in a few vertices playing critical roles in various scenarios, including decision-making, viral marketing, and population immunization. Thus, identifying key vertices is a fundamental research problem in Network Science. In this paper, we introduce vertex entanglement (VE), an entanglement-based metric capable of quantifying the perturbations caused by individual vertices on spectral entropy, residing at the intersection of quantum information and network science. Our analytical analysis reveals that VE is closely related to network robustness and information transmission ability. As an application, VE offers an approach to the challenging problem of optimal network dismantling, and empirical experiments demonstrate its superiority over state-of-the-art algorithms. Furthermore, VE also contributes to the diagnosis of autism spectrum disorder (ASD), with significant distinctions in hub disruption indices based on VE between ASD and typical controls, promising a diagnostic role for VE in ASD assessment.

The The Mediating Role Of Trust In The Influence Of Viral Marketing And Online Consumer Reviews On Purchasing Decisions Skintific Product In TikTok

Online shopping in Indonesia will continue to increase along with technological advances, Data collected by APJII and Suara.com shows that "more than 74% of Indonesians choose to shop online." This study aims to examine the mediating role of trust in the influence of viral marketing and online consumer reviews on purchasing decisions through trust. The data obtained by this study through a questionnaire from 100 respondents of Skintific users on TikTok. This research data is processed using SEM (Structural Equation Modeling) using the SmartPLS4 application. The results of this study are Viral Marketing has a significant impact on Trust, Online Consumer Reviews has a significant impact on Trust, Trust has a significant impact on Purchasing Decisions, Viral Marketing has a significant impact on purchasing decisions, Online Consumer Reviews has a significant impact on Purchasing Decisions, Viral Marketing has a significant impact on Purchasing Decisions through Trust, Online Consumer Reviews has a significant impact on Purchasing Decisions through Trust. The implication of this research for the Skintific company is that it is expected to always maintain a good message on Viral Marketing, create a good reputation in consumer perceptions starting from the products sold, the services provided, and other aspects that appear in TikTok media.

Https://kuey.net/index.php/kuey/article/view/3470a"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

This study investigates the interplay between viral marketing, brand loyalty, and consumer purchase intention towards cosmetic products in Agartala, India. The research adopts a simple random sampling method to gather data from a sample size of 300 participants. Following the Baron and Kenny model for mediation analysis, the study utilizes SPSS 20 for multiple linear regression. The results uncover a partial mediation effect, indicating that brand loyalty partially mediates the relationship between viral marketing and purchase intention among consumers in Agartala. This emphasizes how important brand loyalty is in influencing customer behavior in the cosmetics industry. By elucidating this mediation mechanism, the study enriches understanding of consumer decision-making processes within the context of viral marketing in Agartala. Moreover, it offers actionable insights for marketers aiming to optimize their strategies in the region's cosmetics industry. This study offers insightful information specifically suited to the Agartala market, aiding in the creation of successful local marketing plans.

Соціальні мережі в управлінні соціокультурною діяльністю

Social networks play an important role in the modern management of socio-cultural activities. Due to the widespread use of the Internet and the growing popularity of social media, these platforms have become an important tool for communication, information sharing, promotion of cultural events, and public engagement in cultural and socio-cultural initiatives. Social media provides an opportunity for organizations and cultural institutions to engage audiences through advertising campaigns, content marketing, viral marketing, and other methods. This allows you to draw attention to cultural events, exhibitions, performances, concerts and attract more spectators and participants. The aim of the article is to study the theoretical aspects of the use of social networks in the management of socio-cultural activities, as well as to analyze the practical experience of using social networks in the socio-cultural sphere and to develop recommendations for the optimal use of social media in the management of socio-cultural activities. The methods: analysis of literary sources, synthesis, system analysis, generalization, analysis of social network data, content analysis. It is found that social networks make it possible to preserve, popularize and talk eloquently about cultural heritage. Cultural organisations can share stories, photographs, videos and other materials that reveal national and cultural identity. It is researched that social networks facilitate interaction between cultural organizations, creators, and audiences. They create a fertile ground for cooperation and partnership, allowing organizations to co-host cultural events and engage the target audience. It is determined that social networks provide tools for tracking the efficiency of cultural events and analyzing audience data. It helps cultural organizations customize their programs and events to suit the interests and needs of their audiences. Social media has been found to allow for the creation of communities and forums where people can discuss topics related to culture, art, traditions, and more. This helps to keep the community active and share ideas. It is noted that the use of social networks by the management of socio-cultural activities also has its own challenges and risks. For example, the possibility of disseminating inaccurate information or negative reviews can negatively affect the reputation of cultural organizations. Therefore, it is important to be attentive and skillful in the management of social networks in order to achieve a positive impact on socio-cultural activities. Nowadays, social networks serve as a virtual social space for the interaction of individuals, resulting in the formation of a complex multi-level network of civic ties. Internet technologies form a new sphere of information interaction, which leads to the emergence of new types of social relations that unfold the social potential of citizens. Social networks become a favorable environment for civic activity, being a platform for communication between individuals and groups in the political, cultural, and social spheres.

Querying Structural Diversity in Streaming Graphs

Structural diversity of a vertex refers to the diversity of connections within its neighborhood and has been applied in various fields such as viral marketing and user engagement. The paper studies querying the structural diversity of a vertex for any query time windows in streaming graphs. Existing studies are limited to static graphs which fail to capture vertices' structural diversities in snapshots evolving over time. We design an elegant index structure to significantly reduce the index size compared to the basic approach. We propose an optimized incremental algorithm to update the index for continuous edge arrivals. Extensive experiments on real-world streaming graphs demonstrate the effectiveness of our framework.

Impact of Digital Marketing on Hospital Marketing Strategies: A Comprehensive Literature Review

Background: Digital marketing leverages digital technology to build stronger relationships with markets and promote products and services through online channels in a cost-effective manner. It encompasses a variety of strategies, including Search Engine Marketing (SEM), Email Marketing, Search Engine Optimization (SEO), social media, Display Advertising, Referral Marketing, Affiliate Marketing, Content Marketing, and viral marketing. Methods: This study employs a descriptive literature review methodology to investigate the impact of digital marketing on hospital marketing. Four key articles were reviewed, focusing on the effectiveness of digital marketing strategies in enhancing hospital promotional activities and service quality. Results: The literature analysis reveals several benefits of digital marketing in healthcare settings, including attracting new patients, expanding business reach, increasing customer trust, and strengthening patient loyalty. Studies by Prasetyo and Sulistiadi (2019) identified challenges and strategic plans for digital marketing in dental hospitals, while Rony and Panuju (2018) highlighted its use for online registration and marketing in RS PHC, Surabaya. Sembiluh and Sulistiadi (2022) demonstrated the advantages of digital marketing during the COVID-19 pandemic, and Burhan and Sulistiadi (2022) showed its significant influence on hospital promotional activities. Conclusion: Digital marketing plays a vital role in hospital marketing by enhancing patient engagement and improving the overall brand image. For hospitals to remain competitive and effectively communicate with their target audience in the digital era, continuous innovation and strategic implementation of digital marketing are essential.

GRASS: Learning Spatial-Temporal Properties From Chainlike Cascade Data for Microscopic Diffusion Prediction.

Information diffusion prediction captures diffusion dynamics of online messages in social networks. Thus, it is the basis of many essential tasks such as popularity prediction and viral marketing. However, there are two thorny problems caused by the loss of spatial-temporal properties of cascade data: "position-hopping" and "branch-independency." The former means no exact propagation relationship between any two consecutive infected users. The latter indicates that not all previously infected users contribute to the prediction of the next infected user. This article proposes the GRU-like Attention Unit and Structural Spreading (GRASS) model for microscopic cascade prediction to overcome the above two problems. First, we introduce the attention mechanism into the gated recurrent unit (GRU) component to expand the restricted receptive field of the recurrent neural network (RNN)-type module, thus addressing the "position-hopping" problem. Second, the structural spreading (SS) mechanism leverages structural features to filter out related users and controls the generation of cascade hidden states, thereby solving the "branch-independency" problem. Experiments on multiple real-world datasets show that our model significantly outperforms state-of-the-art baseline models on both hits@κ and map@κ metrics. Furthermore, the visualization of latent representations by t-distributed stochastic neighbor embedding (t-SNE) indicates that our model makes different cascades more discriminative during the encoding process.

ТЕНДЕНЦІЇ РОЗВИТКУ МАРКЕТИНГОВОЇ КОМУНІКАЦІЇ В УКРАЇНІ

The article examines the trends in the development of marketing communication in Ukraine, because with the emergence of search engines such as Yahoo, AltaVista, and later Google, new opportunities for promotion in the network appeared. As a result, the concept of search engine optimization (SEO) and contextual advertising arose. Since then, companies have started optimizing their websites to improve their search engine rankings. The concept of innovation and features of marketing communication are defined, the essence of electronic business and electronic commerce is considered. Types and features of virtual goods (stores) are considered: corporate virtual stores and intermediary virtual stores. An analysis of online marketing, as well as the number of Internet users worldwide for a certain period, was carried out. We considered the reasons for the growing popularity of online marketing and expanding the possibilities of its use. It is analyzed how the war affected the e-commerce market and the development of marketing communication in Ukraine. The scope of the e-commerce market in Ukraine is considered. The article analyzes the costs of Internet advertising in Europe. The concepts and features of interactive advertising are defined. Progressive methods for the latest communication technologies are evaluated, such as: social networks, wearables – mobile devices, youtubers, content marketing, crowdsourcing and co-creation, experimental and reverse marketing, holistic marketing, Lovemarks marketing, viral and guerilla marketing. Customer relationship management, the use of new technologies in modern marketing, individual video content, Beacon – Proximity, accessibility of social networks, 3D printers, visual Internet, mobile applications, smart sensors and geoentertainment are characterized. It was analyzed that every year marketing communications continue to develop, new technologies, strategies and approaches appear to meet changes in consumer behavior and technology. Successful marketing requires constant improvement and adaptation to change, and companies that are open to new ideas and willing to experiment will have a better chance of success in the future.

Influence of electronic word of mouth on consumers' intention to purchase airline e-tickets in the Mekong Delta

Online consumer reviews create an electronic word–of–mouth information (eWOM) system. They can lead to airline e-ticket purchasing intention. However, to examine whether consumers accept such information or what factors affect their adoption, this study investigates the influence of antecedents eWOM on eWOM adoption and airline e-ticket purchasing intention. This paper uses datasets from a quantitative survey of online consumers in the Mekong Delta region of Vietnam. The SPSS 23 tool was used to analyze the scale's reliability through Cronbach's Alpha coefficient, EFA exploratory factor analysis, and linear regression analysis. According to the study results, factors with a positive impact are ranked in decreasing order of strength: Information Quality and Credibility and Information Attitude Adoption positively influence eWOM adoption. Additionally, the results demonstrate a positive correlation between eWOM adoption and airline e-ticket purchase intention. The findings of this study provide important implications for online air ticket sellers in managing online consumer reviews and improving and developing marketing campaigns, specifically viral marketing, that increase airline e-ticket purchasing intention.

The role of viral marketing relationship and customer reviews as mediating of consumer trust to purchase Indonesian products

The role of viral marketing relationship and customer reviews as mediating of consumer trust to purchase Indonesian products

SMEs and Viral Marketing Practices: Cases from North Macedonia

SMEs and Viral Marketing Practices: Cases from North Macedonia