Bachelor Thesis Florian Pollet .pdf


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Summary
Abstract ................................................................................................................................................2
Abbreviations.....................................................................................................................................2
Summary..............................................................................................................................................3
Figures ..................................................................................................................................................3
Introduction .......................................................................................................................................1

1.1 Background ............................................................................................................................................ 1
1.2 Problem description ........................................................................................................................... 2
1.3 Methodology .......................................................................................................................................... 2
1.4 Main Objectives..................................................................................................................................... 3

Literature Review .............................................................................................................................4

2.1 Viral Marketing ..................................................................................................................................... 4
2.1.1 Early beginning ............................................................................................................................................ 4
2.1.2 Difference between word of mouth and viral marketing ........................................................... 4
2.1.3 Advantages and disadvantages of viral marketing ........................................................................ 5
2.1.4 How to create virality? .............................................................................................................................. 5
2.2 Brand ........................................................................................................................................................ 8
2.2.1 Consumer Behavior .................................................................................................................................... 8
2.2.2 Brand equity .................................................................................................................................................. 8
2.2.3 Brand awareness ....................................................................................................................................... 10
2.3 Social Media ........................................................................................................................................ 12
2.3.1 A new way of communication .............................................................................................................. 12
2.3.2 Brief history ................................................................................................................................................. 13
2.3.3 Main Social Media...................................................................................................................................... 13
2.3.4 Most popular SNPs .................................................................................................................................... 14

Case study: DollarShaveClub.com ............................................................................................ 19
3.1 The script ............................................................................................................................................. 19
3.2 Story of the company ....................................................................................................................... 21

Analysis ............................................................................................................................................. 23
4.1 Viral element of the video .............................................................................................................. 23
4.2 The factor Social Media ................................................................................................................... 24
4.3 A strong brand equity ...................................................................................................................... 24
4.4 Converting a viewer into a customer ......................................................................................... 26
4.5 Deductions ........................................................................................................................................... 27

Conclusion ........................................................................................................................................ 29
5.1 Delimitations ...................................................................................................................................... 29
5.2 Last words ............................................................................................................................................ 29

Reference .......................................................................................................................................... 30

Figures
FIGURE 1 AAKER'S BRAND EQUITY MODEL .............................................................................................................................. 9
FIGURE 2 FACEBOOK'S NEWS FEED WITH EXAMPLE OF ADS ....................................................................................... 16
FIGURE 3 VOLUME OF CONVERSATION AROUND THE TOPIC "RUN" ON TWITTER ............................................ 17
FIGURE 4 EXTRACT OF THE VIRAL VIDEO AD ........................................................................................................................ 19
FIGURE 5 LANDING PAGE OF DOLLARSHAVECLUB.COM .................................................................................................. 26


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