Suchergebnisse

Die Rezipienten sind gelangweilt von der heutigen Werbeuniformität. Die Aufmerksamkeit, die für die Absorption kommerziellen Botschaften aufgewendet wird, schwindet. Das Postulat nach neuen, innovativen Marketingformen lässt sich konstatieren. Dieser Forderung möchte das Konzept des Guerilla Marketings gerecht werden. Das Hauptaugenmerk des vorliegenden Beitrags liegt auf der Erarbeitung einer Charakterisierung dieser ungewöhnlichen Marketingstrategie sowie einer Einordnung in einen marketingpolitischen Gesamtkontext. Guerilla Marketing wird oftmals als reines Instrument der Kommunikation angesehen. Es ist jedoch vielmehr ein innovatives Marketingkonzept, welches als Konglomerat unterschiedlicher Aktionen Unkonventionalität hervorruft. Das Konzept Guerilla Marketing wird unter Zuhilfenahme praktischer Beispiele detailliert examiniert und klassifiziert.

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Corporate image dan Peceived Value terhadap Purchase Intention Tiket melalui M-Tix dengan Viral Marketing sebagai variabel moderating pada XXI Transmart Pontianak. Jenis penelitian ini adalah penelitian asosiatif dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh masyarakat kota pontianak. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling dengan kriteria responden harus berusia diatas 15 tahun. Jumlah sampel sebanyak 142 orang responden yang siap diolah. Metode analisis data yang digunakan adalah moderated regression analysis.Hasil penelitian menunjukkan bahwa corporate image tidak memiliki pengaruh yang signifikan terhadap purchase intention, perceived value memiliki pengaruh yang signifikan terhadap purchase intention, dan viral marketing tidak memoderasi perceived value terhadap purchase intention.Kata Kunci: Corporate Image, Perceived Value, Purchase intention, Viral Marketing. DAFTAR PUSTAKA Abdullah Q Bataineh (2015) "The Inpact of Perceived e-WOM on Purchase Intention : The Mediating Role of Corporate Image" Departement of Marketing Faculty of Economic and Administrative Sciences, University Jordan.Alhidari, Almeshal (2017) "Determinants of Purchase Intention in Saudi Arabis: A Moderating Role of Gender" Departement of Marketing King Saud Univercity, Saudi Arabia.Andini, Suharyono, Sunarti (2014) "Pengaruh viral marketing terhadap kepercayaan pelanggan dan keputusan pembelian (Studi pada mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013, yang melakukan pembelian online melalui media sosial Instagram)" Program Studi Ilmu Administrasi Universitas Brawijaya Malang.Anggreani, Maya (2015) "Pengaruh Perceived Value dan Brand Image Terhadap Repurchase Intention Melalui Word Of Mouth Sebagai Variabel Intervening Smartphone Samsung Galaxy Series. Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro.Chinho Lin, Yi-Shuang Wu, Jeng-Chun (2013) "Electronic Word of Mouth: The Moderating Roles of Product Involvement and Brand Image" Tecnology Inovation and Industrial Management, Phuket Thailand.Fayumi, Endang (2014) "Pengaruh citra perusahaan dan kepuasan terhadap kepercayaan dan dampaknya pada loyalitas" Universitas Stikubank Semarang.Gultom, Hary (2017) "Pengaruh viral marketing dan gaya hidup terhadap keputusan pembelian produk smartphone melalui media sosial Instagram" Skripsi Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura Pontianak.Listyorini, Maya, Naili (2015) "Pengaruh perceived value dan brand image terhadap repurchase intention melalui word of mouth sebagai variabel intervening smartphone Samsung galaxy series" Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.Mal, Gede Agus (2018) "Pengaruh harga, promosi, dan kualitas layanan terhadap keputusan pembelian tiket pesawat secara online di situs traveloka.com" Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Humaniora Universitas Dhyana Pura Bali.Meng-meng, Jian, Ling (2018) "Understanding the effects of eWOM social ties on purchase intention: A moderated mediation investigation" Faculty of Management and Economics, Dalian University of Technology China.Morella, Mulyadina (2017) "Pengaruh tanggapan afektif, kognitif, dan lingkungan konsumen terhadap viral marketing pada trailer film Guardians Of The Galaxy Vol 2 melalui perilaku konsumen sebagai variabel moderating" Skripsi Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tanjungpura Pontianak.Nur Heliyana, Mohd Shoki Md, Norhuzaimah Mohd Som, Norhayati Zakuan (2016) "The Mediating Effect of Brand Image between Electronic Word of Mouth and Purchase Intention in Social Media" Departement of Business Administration, Faculty Of Menegement , University Teknologi Malaysia, Skudai, Johor, Malaysia.Padmayanto, Siti (2014) "Pengaruh kualitas produk terhadap loyalitas pelanggan dengan kepuasan sebagai variabel moderasi" Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta.Permatasari Indah Meirina (2015) "Analisi Pengaruh Consumer Ethnocentrism dan Perceived Value Terhadap Minat Beli Konsumen Dengan Peran Brand Image Sebagai Mediator (Studi Kasus Pada Konsumen Batik Semarang)" Skripsi Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Dipenogoro, Semarang.Prasetyo, Stefanus Heri (2015) "Pengaruh Perceived Value terhadap Keputusan Pembelian Smartphone Android dengan Word Of Mouth positif sebagai variabel moderasi" Fakultas Ekonomi Universitas Slamet Riyadi Surakarta.Putra, Srikandi, Kadarisman (2015) "Pengaruh citra perusahaan terhadap minat berkunjung dan keputusan berkunjung" Fakultas Ilmu Administrasi Bisnis Universitas Brawijaya Malang.Putri, Afni Andita (2017) "Peran Islamic value marketing dalam viral marketing terhadap keputusan pembelian" Skripsi Mahasiswa Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Surakarta.Ristania, Jeryy S (2012) "Analisis pengaruh harga, promosi dan viral marketing terhadap keputusan pembelian pada online shop s-nexian melalui facebook" faculty of BINUS Business School.Shabnan, Reza, Mehran (2014) "Investigating the Effect of Electronic Word of Mouth on Costemer's Purchase Intention of Digital Product" Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.Sugiyono, (2015). Metode Penelitian Tindakan dan komprehensif. Bandung Alfabeta.Syahreza, Ibnu (2018) "Pengaruh Word of Mouth, Online Customer Review, dan Online Customer Rating terhadap Minat Beli dengan Gender sebagai variabel Moderasi (Studi Kasus pada Online Marketplace Tokopedia di Pontianak)" Skripsi Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Tanjungpura Pontianak.Wahyuni Ika (2016) "Strategi Viral Marketing Melalui UI Instagram dalam Meningkatkan Penjualan (Studi Deskriptif Kualitatif pada Selfie Contest Avoskin Beauty)". Skripsi Mahasiswa Program Studi Komunikasi Fakultas Ilmu Sosial dan Humaniora Universitas Islam Negri Sunan Kalijaga, Yogyakarta.Wilopo, Saiful, Suharyono (2013) "Pengaruh perceived price dan perceived value pada produk bundling terhadap minat beli" Fakultas Ilmu Administrasi Bisnis Universitas Brawijaya.Yuliana, Heru Triatmaja (2016) "Pengaruh perceived value dan social influence terhadap purchase intention smartphone 4G pada pelanggan bandung elektronik center" Fakultas Ekonomi dan Bisnis Universitas Telkom. https://id.m.wikipedia.org/wiki/Cineplax_21_Group

Abstract
Companies increasingly rely on "network" and "viral" marketing within their communication strategies. This study showed that providing viral products with specific features can increase their diffusion substantially. Products that were enabled to send automated notifications within a user's local Facebook network upon adoption generated a 450 % higher adoption rate among Facebook friends compared with products without any viral features. Products that enabled adopters to send personal invitations to install the app generated an increase in the adoption rate by friends by 750 % more than in the control group. Although each personalized referral had a much stronger impact, notifications outperformed invitations in overall adoption. Automated notifications require no effort, and therefore substantially more messages were generated. The number of users who took the effort to send out personalized invitations was much smaller. A simulation of adoption beyond immediate individual networks showed that the passive-broadcast app experienced a 246 % increase in the rate of adoption, whereas adding active-personalized viral messaging capabilities generated only an additional 98 % increase, compared with the group without viral features.

Abstract
"Companies are relying more and more on online communication to reach consumers. While some viral campaigns are tremendously successful, others remain far below expectations. But why are certain pieces of online content more viral than others?
An analysis conducted on the New York Times' most-emailed list, along with further experimental evidence, showed that positive content is more viral than negative content. However, the relationship between emotion and social transmission is more complex than valence alone. Virality is driven, in part, by activation and arousal. Content that evokes either high-arousal positive emotions (awe) or negative emotions (anger or anxiety) tends to be more viral. Content that evokes low arousal or deactivating emotions (e.g., sadness) tends to be less viral. These results were also true when examining how surprising, interesting, or practically useful content is (all of which are positively linked to virality), as well as external drivers of attention (e.g., how prominently content is featured). Taking the effect of emotions into account helps to design effective viral marketing campaigns.
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With the rise of video sharing giants like Youtube and Google Video, coupled with increased broadband connectivity and improved sharing functionality across social networking sites, the role of the viral video has been cemented in many IMC strategies. While most agree about the importance of better understanding viral marketing, there is less agreement about what makes content become viral. While some content gets viewed by millions of people, others struggle to gain viral traction. Content specific, intrapersonal and interpersonal reasons have been proposed for viral marketing success. This paper' focuses on the intrapersonal reasons for content going viral in the context of political satire. More specifically, the role of emotion in the spread of content online, is investigated. Political satire focuses on gaining entertainment from politics. Satire, and specifically political satire, forms part of using humour in advertising and has been influential in shifting public opinion since ancient Greece. This study compares success and unsuccessful viral campaigns that used political satire, by first analysing the online comments that viewers made about the video. Following these findings, an experiment is conducted and the influence of intensity, creativity, humour and utility on virality is modelled, controlling for valence and previous exposure. The findings suggest that, when using political satire in viral campaigns, creativity and the intensity of the emotions felt are key influencing factors in whether videos get "shared" or "liked". Therefore, while many authors contend that particular emotions or positive content has a greater likelihood to become viral, this paper shows that it is not the particular emotion, but the intensity with which that emotion was felt that drives viral success. ; QC 20140317

In this book review of Spin: How Politics Has the Power to Turn Marketing on its Head by Clive Veroni (House of Anansi, 2014), the author discusses how advertising revolutionized politics in the twentieth century and how politics is returning the favour in the twenty-first. He discusses how Clive Veroni correctly identifies the new era of interactivity brought about by the internet, social media and digital communications. The reviewer argues that some of the strongest points of Veroni's book are his discussions of the concepts of the open branding, team building and scenario planning. Veroni's examples and theory make an implicit yet direct link between marketing and the professions of communication through two central themes that he identifies: the exploded fragmented media and mindscape in which practitioners operate and the increasingly dialogical and fluid nature of brands. Many of the elements of political communication that Veroni identifies as pillars of the future of marketing are in fact pillars of the strategic practice of public relations. ©Journal of Professional Communication, all rights reserved.