Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment

Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment

Ranadeva Jayasekera, Thanos Papadopoulos
ISBN13: 9781616929046|ISBN10: 1616929049|EISBN13: 9781616929053
DOI: 10.4018/978-1-61692-904-6.ch015
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MLA

Jayasekera, Ranadeva, and Thanos Papadopoulos. "Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment." Social Computing Theory and Practice: Interdisciplinary Approaches, edited by Panagiota Papadopoulou, et al., IGI Global, 2011, pp. 301-323. https://doi.org/10.4018/978-1-61692-904-6.ch015

APA

Jayasekera, R. & Papadopoulos, T. (2011). Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment. In P. Papadopoulou, P. Kanellis, & D. Martakos (Eds.), Social Computing Theory and Practice: Interdisciplinary Approaches (pp. 301-323). IGI Global. https://doi.org/10.4018/978-1-61692-904-6.ch015

Chicago

Jayasekera, Ranadeva, and Thanos Papadopoulos. "Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment." In Social Computing Theory and Practice: Interdisciplinary Approaches, edited by Panagiota Papadopoulou, Panagiotis Kanellis, and Drakoulis Martakos, 301-323. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-61692-904-6.ch015

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Abstract

This chapter focuses on the role of social networking sites in viral marketing through a case study in a university environment. Over the last years, companies are using alternative channels including social networking sites to promote their products. The specific channel provides the opportunity to connect with customers and achieve marketing objectives. The study aims to gather the perspectives of students on social networking sites as a form of marketing and draw on their views to establish implications and practical recommendations for marketers. By using questionnaires and focus groups interviews, the study ascertained that companies which were active in social networking sites developed a positive effect on customer attitudes, particularly brand perception, but had little to no effect on the actual customer behaviour patterns. It is also concluded that social networking sites suggest an efficient alternative channel for marketing purposes.

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