Viral Marketing: A New Horizon and Emerging Challenges

Krishnan, Chitra; Baba, Mubashir Majid; Singh, Gurinder; Mariappan, Jasmine

doi:10.1007/978-981-16-3398-0_8

Cited by 8 publications

(3 citation statements)

References 10 publications

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“…The social networking system will be formed consisting of at least one group of objects containing nodes or vertices that are connected to each other [6]. SNA according to Tsetovat and Kouzetso (2001:1) is an analysis of human relations using graph theory [9].…”

Section: Methodsmentioning

confidence: 99%

Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal

Futuwwah,

Ramadhan,

Senoaji

et al. 2023

Advances in Social Science, Education and Humanities Research

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Indonesia is the country that has the largest BTS (ARMY) fan base in the world. This is an opportunity for McDonald's regarding promotions that use Fan-based Communities. On June 9, 2021, Mc Donald launched the BTSMeals product and created a viral video on social media, especially in Indonesia. During the BTS Meal launch period, the hashtags such as #BTSMeal and #BTSxMcD emerged and briefly occupied a trending topic position on Twitter. Based on twitter data collection with the hashtags #BTSMeals and #BTSxMcD, 185,778 tweets were obtained and analyzed using the Social Networking Analysis (SNA). An interesting finding shows that there are several actors who have an influence on the virality of BTSMeals products on twitter. This cannot be separated from the role of the Indonesian ARMY community which is actively involved in connecting and interacting with those actors which then creates viral marketing. The results of this study illustrate that the role of fan-based communities in social media is very important and needs to be managed so that product promotion can run effectively.

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Section: Methodsmentioning

confidence: 99%

Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal

Futuwwah,

Ramadhan,

Senoaji

et al. 2023

Advances in Social Science, Education and Humanities Research

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show abstract

“…2006; Complex Systems 18: 1695) and Cytoscape version 3.71 were used for network visualization and topological characterization [40]. A combination of the centrality scores degree (the number of edges attached to a node) and eigenvector (the transitive influence of a node on high-score nodes) was applied to infer the regulatory relevance of each node and to identify potential keystones or hubs, which are nodes with the strongest influence on the environment's dynamics [41,42]. The fast greedy modularity optimization algorithm of igraph was used to identify clusters within networks [43].…”

Section: Weighted Correlation Network Analysismentioning

confidence: 99%

Comprehensive Phenotyping in Inflammatory Bowel Disease: Search for Biomarker Algorithms in the Transkingdom Interactions Context

et al. 2022

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Inflammatory bowel disease (IBD) is the most common form of intestinal inflammation associated with a dysregulated immune system response to the commensal microbiota in a genetically susceptible host. IBD includes ulcerative colitis (UC) and Crohn’s disease (CD), both of which are remarkably heterogeneous in their clinical presentation and response to treatment. This translates into a notable diagnostic challenge, especially in underdeveloped countries where IBD is on the rise and access to diagnosis or treatment is not always accessible for chronic diseases. The present work characterized, for the first time in our region, epigenetic biomarkers and gut microbial profiles associated with UC and CD patients in the Buenos Aires Metropolitan area and revealed differences between non-IBD controls and IBD patients. General metabolic functions associated with the gut microbiota, as well as core microorganisms within groups, were also analyzed. Additionally, the gut microbiota analysis was integrated with relevant clinical, biochemical and epigenetic markers considered in the follow-up of patients with IBD, with the aim of generating more powerful diagnostic tools to discriminate phenotypes. Overall, our study provides new insights into data analysis algorithms to promote comprehensive phenotyping tools using quantitative and qualitative analysis in a transkingdom interactions network context.

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“…These features of SMPs (i.e. numbers of likes, tweets, tags, number of reviews, viral videos or online word of mouth) play a pivotal role influencing not only targeted customers but also the service providers to use SMPs as media channel for promotional strategies (Krishnan et al , 2022; Todri et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

Understanding the subjective realties of social proof and usability for mobile banking adoption: using triangulation of qualitative methods

Alenizi

2022

JIMA

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Purpose The existing technology adoption model (TAM) has ignored the importance of social proof of credibility such as risk, security and privacy. Also, this study aims to provide understanding how the issues of usability such as interactivity, compatibility and credibility can influence the mobile banking (MB) adoption of commercial and Islamic banks. This study has offered two theoretical models which may be helpful to understand the importance of social proof of credibility during MB adoption. Design/methodology/approach It is exploratory study therefore the researcher used triangulation of qualitative methods such as online banking app reviews, focused group and semi structured interviews are used to understand the behavior of customers toward MB adoption. Findings Consumers are actively involved to take recommendations from close sources, experts, customers and crowd opinion using interactive social media platforms (SMPs). The purpose to gather information is to save from usability, risk, security and privacy issues, especially when customers share their personal and financial information with the purpose to use MB. Results reveal that people with disabilities require MB app that has adjustable size, color, text and functions. The usability issues such as system design, response time, aesthetics, personalization, installation and service quality influenced the use of MB in Islamic banks. Originality/value Present study has offered social proof as TAM which highlights usefulness and credibility as important factors that can create social proof on SMPs. This study provides rich insights regarding what initiatives are required to resolve the issues of usability such as interactivity, compatibility and credibility that can influence the MB adoption of commercial and Islamic banks. Another major contribution of this study is to explore the issues of MB for people with disabilities and suggest how they can improve the service quality of MB for people with disabilities.

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Viral Marketing: A New Horizon and Emerging Challenges

Cited by 8 publications

References 10 publications

Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal

Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal

Comprehensive Phenotyping in Inflammatory Bowel Disease: Search for Biomarker Algorithms in the Transkingdom Interactions Context

Understanding the subjective realties of social proof and usability for mobile banking adoption: using triangulation of qualitative methods

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