Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment

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Author(s): Ranadeva Jayasekera (University of Southampton, UK)and Thanos Papadopoulos (University of Southampton, UK)
Copyright: 2011
Pages: 23
Source title: Social Computing Theory and Practice: Interdisciplinary Approaches
Source Author(s)/Editor(s): Panagiota Papadopoulou (University of Athens, Greece), Panagiotis Kanellis (University of Athens, Greece)and Drakoulis Martakos (University of Athens, Greece)
DOI: 10.4018/978-1-61692-904-6.ch015

Keywords: Information Science Reference / Media & Communications / Social Computing / Social Networking

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Abstract

This chapter focuses on the role of social networking sites in viral marketing through a case study in a university environment. Over the last years, companies are using alternative channels including social networking sites to promote their products. The specific channel provides the opportunity to connect with customers and achieve marketing objectives. The study aims to gather the perspectives of students on social networking sites as a form of marketing and draw on their views to establish implications and practical recommendations for marketers. By using questionnaires and focus groups interviews, the study ascertained that companies which were active in social networking sites developed a positive effect on customer attitudes, particularly brand perception, but had little to no effect on the actual customer behaviour patterns. It is also concluded that social networking sites suggest an efficient alternative channel for marketing purposes.

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Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment

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