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Viral marketing is the marketing technique using internet, especially for social media. Ways of viral marketing work is to spread messages to make word of mouth effect, so the message can spreade from one to another. Viral marketing is one of effective strategy to use in this period. Besides use for promote goods or services, viral marketing also use to promote political parties or candidates for election. Viral marketing used to make positif images for polotocal parties. Good technique in marketing communication are needed to make political parties messages accepted by people. In other ways, wrong techniques in convey messages can destroy political parties images.

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I's) in social media contexts and testing the associations among the 7I's, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I's and its potential effect on customers' brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

This article investigates the ramifications of the epidemiological metaphor at the centre of viral marketing. In particular, it explores the tension that exists between the presentation of the viral marketing message as an independent, quasi-organic entity with a threatening, wild potential and the apparently contradictory assertion that it can also be 'domesticated' through careful management of its design parameters and infection vectors. The influence of both memetics and the tipping point motif on this depiction is discussed, and the article considers the persuasive advantages of implications of message agency in the marketing of viral marketing itself. This article is the first study of the root metaphors underlying the discourse of viral marketing and serves to contextualise that discourse within the historical influence of memetic theory and the early literature on word-of-mouth marketing, and the more general relationship that marketing continues to have with issues of control.

One of the most recent influential trends in the global environment has been the rise of social media. Stakeholders have found a strong voice in social media, and messages are spread among social media users at an astounding speed across a global landscape. As a result of this phenomenon and in an effort to use this viral spread of messages across social media, companies are increasingly making use of viral marketing. Viral messages are playing an increasingly important role in influencing and shifting public opinion on corporate reputations, brands, and products as well as political parties and public personalities to name but a few. Very little is known about the motivations, attitudes, and behavior of the people who forward viral messages to their online networks. Through in-depth interviews with college-going Generation Y consumers, we explore this relationship between viral media and emotions. We look at two very specific components of online videos that have gone viral: first, the relevance of the video's content and, second, participants' emotional reaction to these videos to try and better explain the viral spread of online video messages. The paper concludes by proposing a decision tree that interusers might subconsciously experience when deciding whether to share a video with their friends or not. The article concludes with a discussion about future research avenues in the area of emotions and viral marketing. . [Copyright John Wiley and Sons, Ltd.]

One of the most recent influential trends in the global environment has been the rise of social media. Stakeholders have found a strong voice in social media, and messages are spread among social media users at an astounding speed across a global landscape. As a result of this phenomenon and in an effort to use this viral spread of messages across social media, companies are increasingly making use of viral marketing. Viral messages are playing an increasingly important role in influencing and shifting public opinion on corporate reputations, brands, and products as well as political parties and public personalities to name but a few.Very little is known about the motivations, attitudes, and behavior of the people who forward viral messages to their online networks. Through in‐depth interviews with college‐going Generation Y consumers, we explore this relationship between viral media and emotions. We look at two very specific components of online videos that have gone viral: first, the relevance of the video's content and, second, participants' emotional reaction to these videos to try and better explain the viral spread of online video messages. The paper concludes by proposing a decision tree that interusers might subconsciously experience when deciding whether to share a video with their friends or not. The article concludes with a discussion about future research avenues in the area of emotions and viral marketing. Copyright © 2013 John Wiley & Sons, Ltd.

The purpose of this study is to determine and analyze the effect of political marketing mix (product, price, promotion, place) and viral marketing to College student's decision on Voting West Borneo's Governor 2018-2023 period. This research is a causal quantitative research. Population on this research is college student who has suffrage on West Borneo's Governor Election 2018-2023 period. This research used purposive sampling technique with 150 samples. Data were collected by questionnaire method with likert scale 1 until 5. The analysis method used multiple linier regression analysis using SPSS V.23.0 software. The result showed that product, price and viral marketing have positive and significant effect, but promotion and place don't have significant effect on College student's voting decision on West Borneo's Governor Election 2018-2023 period. 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