Please look for an example of a “word-of-mouth” or viral marketing campaign to share with the class this week where the message moved through interpersonal networks, either offline or those facilitated by technology. Write a brief paragraph or two about your example. Describe the message or messages that were created. What types of opinion leaders do you think the campaign was trying to target? Was the campaign successful in getting opinion leaders to spread the message? Through what specific interpersonal channels was the message spread? Was there any evidence of unintended backlash or interpretations of the message, or any evidence of reinforcement in the social network? You can consult any types of sources you wish to try to answer these questions (sources of information do not necessarily need to be scholarly).
Create an entry and share your example of a “word-of-mouth” or viral marketing campaign. Answer the following questions:
What messages were created?
What types of opinion leaders do you think the campaign was trying to target?
How successful was the campaign in getting opinion leaders to spread the message? Through what specific interpersonal channels was the message spread?
Was there any evidence of unintended backlash or interpretations of the message?
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of consumer psychology, 24(4), 586-607.
Southwell, B. G., & Yzer, M. C. (2007). Role of interpersonal communication in mass media campaigns. Communication Yearbook, 31, 420-462.
Althoff, T., Jindal, P., & Leskovec, J. (2017). Online Actions with Offline Impact: How Online Social Networks Influence Online and Offline User Behavior. Proceedings of the … International Conference on Web Search & Data Mining. International Conference on Web Search & Data Mining, 2017, 537–546
Maher, C. A., Lewis, L. K., Ferrar, K., Marshall, S., De Bourdeaudhuij, I., & Vandelanotte, C. (2014). Are health behavior change interventions that use online social networks effective? A systematic review. Journal of medical Internet research, 16(2).
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