Factors that deciding the success of viral marketing on Youtube
Abstract
The rapid development of social network has the direct affect to normal life. Companies now have more chance to meet the customers in social network. Fast diffusion, cost less than traditional marketing technique make the social media become very useful in applying to overall marketing campaign. Beside with other marketing technique, viral marketing was born at long time ago with the very high effectiveness. Based on existing knowledge, types of viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors are the overall structure of the campaign, the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit.
The paper discusses five examples of viral marketing campaigns on YouTube and identifies the specific factors in each case that influence its success. Thus the conclusion will turn out the most important factors that contribute to the success of viral marketing on YouTube.
KEYWORDS: Internet marketing, Viral marketing, Social Media, YouTube,