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Video As A Tool Of Viral Marketing

Student: Salomatin Aleksey

Supervisor: Natalya Voronina

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

Viral marketing is an actual strategy for today to increase the reach of potential customers and increase the recognition of the firm. It should be noted that viral marketing can be placed both online and offline, nevertheless, there is a tendency to demonstrate the integration of many spheres of human activity into the Internet, for example, the advertising business. There are a number of forms for implementing a viral marketing message, however, the video format has great capabilities in comparison with images and audio, and can include them in itself. In addition, most of the network space consists of video clips, this confirms the importance of video in viral marketing. Viral video has properties that contribute to the success of video - increasing popularity due to the replication activity of users, viewers. However, there is a problem in the complexity of creating a viral clip. There are successful examples of videos that are used as an example for creation, moreover, researchers identify certain characteristics, when using which you can increase the chance of a video to become viral. In our work, we will examine the issue of the characteristics of a viral video and conduct an analysis, which will determine the factors that affect the viewing of virus videos.

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