Marketing of fast moving consumer goods : a study of viral videos with forest-related products
The traditional forest industry is facing a change. Not only is the forest industry changing, also the world is changing in terms of threats of the implementation of new trade barriers and how companies are using marketing. Viral marketing is one of the new marketing tools that could be a solution f...
| Autor principal: | |
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| Formato: | H2 |
| Lenguaje: | Inglés sueco |
| Publicado: |
SLU/Dept. of Forest Products
2017
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| Materias: |
| _version_ | 1855571727174598656 |
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| author | Tunstig, Herman |
| author_browse | Tunstig, Herman |
| author_facet | Tunstig, Herman |
| author_sort | Tunstig, Herman |
| collection | Epsilon Archive for Student Projects |
| description | The traditional forest industry is facing a change. Not only is the forest industry changing, also the world is changing in terms of threats of the implementation of new trade barriers and how companies are using marketing. Viral marketing is one of the new marketing tools that could be a solution for strengthening customers’ weak connection to the forest sector’s products and their brands. This study aimed to identify content characteristics that could be useful for the forest industry in this new way of conducting marketing: viral videos. Three viral video ads were used as the study’s unit of analysis. From that, data was originated through two types of interviews. Thereafter, the collected information was analysed with a constant comparative analysis. The results showed that many attributes were present in the different viral videos. Finally, the study was able to conclude that multiple content characteristics were present in the viral video ads for low-involvement forest-related products that became viral. |
| format | H2 |
| id | RepoSLU10646 |
| institution | Swedish University of Agricultural Sciences |
| language | Inglés swe |
| publishDate | 2017 |
| publishDateSort | 2017 |
| publisher | SLU/Dept. of Forest Products |
| publisherStr | SLU/Dept. of Forest Products |
| record_format | eprints |
| spelling | RepoSLU106462017-10-16T07:53:04Z Marketing of fast moving consumer goods : a study of viral videos with forest-related products Konsumentmarknadsföring av dagligvaruprodukter : en studie av virala videofilmer om hygienpapper Tunstig, Herman brand branding Facebook low-involvement social media YouTube The traditional forest industry is facing a change. Not only is the forest industry changing, also the world is changing in terms of threats of the implementation of new trade barriers and how companies are using marketing. Viral marketing is one of the new marketing tools that could be a solution for strengthening customers’ weak connection to the forest sector’s products and their brands. This study aimed to identify content characteristics that could be useful for the forest industry in this new way of conducting marketing: viral videos. Three viral video ads were used as the study’s unit of analysis. From that, data was originated through two types of interviews. Thereafter, the collected information was analysed with a constant comparative analysis. The results showed that many attributes were present in the different viral videos. Finally, the study was able to conclude that multiple content characteristics were present in the viral video ads for low-involvement forest-related products that became viral. Den traditionella skogsindustrin står inför en förändring och den är inte ensam. Världen är under förändring vilket medför hot om nya handelshinder och hur företag använder marknadsföring. Viral marknadsföring är ett av de nya marknadsföringssätten och kan vara en lösning på hur man kan stärka kundernas svaga koppling mellan skogssektorns produkter och varumärken. Denna studie hade för avsikt att identifiera egenskaper i virala videos som kan vara användbara för skogsindustrin i den nya marknadsföringen. Tre virala videoannonser användes som studiens analysenhet. Videoannonserna verkade sedan som stimuli i två olika typer av intervjumetoder. Informationen som erhölls under intervjuerna analyserades sedan med konstant jämförelse analys. Resultaten av studien visade på att många attribut var närvarande i de olika virala videoannonserna. Slutsatsen ifrån denna studie var att flertalet egenskaper var närvarande i de virala videoannonserna för low-involvement skogsrelaterade produkter som blev virala. SLU/Dept. of Forest Products 2017 H2 eng swe https://stud.epsilon.slu.se/10646/ |
| spellingShingle | brand branding low-involvement social media YouTube Tunstig, Herman Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title | Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title_full | Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title_fullStr | Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title_full_unstemmed | Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title_short | Marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| title_sort | marketing of fast moving consumer goods : a study of viral videos with forest-related products |
| topic | brand branding low-involvement social media YouTube |