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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Svetlana Serebrennik
Seeding Strategy for Online Viral Content
Master’s programme
2014
The purpose of this study was to develop a seeding strategy for the trailer of the feature-length film "Studio Nizhniy" using viral marketing.To achieve this goal existing theoretical and research works on viral marketing were analyzed; investigation of consumer attitudes to teaser and their motivations to pass it along was conducted and recommendations for seeding future trailer were given.Nowadays online communications become more important as more websites offering different content. Following these trends companies shift large parts of their budget from above-the-line advertising to below-the-line.Not surprisingly, viral marketing has become relevant and now it is a fundamental element of the marketing practice of many companies. However, many of them still believe that viral marketing is just a funny video.Some suggests that there are certain strategies for companies to apply viral marketing strategy effectively, but there are few concrete proposals.This became agent for the choice of the theme of this work and its relevance.The paper examined the existing approaches to understanding the phenomenon of viral marketing, elements of viral marketing communication and existing methods of evaluating viral success.The analysis of researches concerning viral marketing aspecte was conducted, including works by Bryce, Brown & Reingen, Berger & Milkman, Iyengar, Van den Bulte & Valente, Hinz, Skiera, Barrot, & Becker, Watts, Peretti& Frumin etc.The author conducted the test according to the self-created method developed specifically for the teaser of the film "Studio Nizhniy".The results obtained allowed to develop a seeding strategy for trailer of the trail feature film "Studio Nizhniy", which will be applyed in the practice of film and video activities association "Koromyslova bashnya"

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