Building Consumer Demand by using Viral Marketing Tactics within an Online Social Network

Gil-Or, Oren
July 2010
Advances in Management;Jul2010, Vol. 3 Issue 7, p7
Academic Journal
Online social networks in general and Facebook, as the biggest network, in particular, became a very attractive platform for many companies in the last couple of years. Most companies are using today traditional push strategies in order to distribute their advertisement messages to the social networkers. These approaches are not very successful as the networkers perceive the social network space to be vendor-free. The use of viral marketing and electronic word of mouth is the main strength of the social networks as members are connected to each other in a way that increase the trustworthiness of the messages that are transferred among friends. In this paper, an experiment of the usage of viral marketing in Facebook was used in order to analyze the possibility of generating demand using this approach. The experiment included a promotion of a restaurant group page to a pre-defined group of 20 Facebook users and measurement of the development of this group within a month after the initial promotion. The results indicated a very strong virality of the message that was mostly reactively distributed between the Facebook members and as a result generated 80 members to the restaurant group with a tree that was seven-levels deep.


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