Question

Topic: E-Marketing

Viral Marketing Dissertation Direction Help Needed

Posted by alia-khan06 on 10/13/2011 at 7:14 AM ET 125 Points
Hi, i was hoping someone could possibly help me with some ideas of possible directions i could take; in regards to my dissertation.
I have decided that my topic of interest is viral marketing and in particular the whole myth which surrounds it. I'd like to question if it actually works and whether or not the products/services which are being advertised are even adopted. I'd like to argue that the term ‘viral marketing’ coined by Rayport’ was a loose analogy and the fact of the matter is that there never was a viable connection between a virus and any form of legal marketing that has been employed in the last 20 years and yet it is a term
recognised and accepted by those in the industry.

That is basically what i have come up with but I'm now stuck and questioning whether or not I'm even going in the right direction. Any help would be greatly appreciated. Thank You in advance!
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RESPONSES

  • Posted by AdsValueBob on 10/13/2011 at 11:39 AM Accepted
    The ultimate value of a dissertation is intended to produce new knowledge. How much preparatory research have you done on this subject to prepare your question? This question, in it's current form, seems elementary in nature for a PhD dissertation.

    Initially you're addressing a multi-directional broad brush view - "viral marketing and in particular the whole myth which surrounds it." ". . .the whole myth. . . " is assuming that your unqualified perspective that a myth exists, and is substantiated as fact.

    Then you rightly focus on a key element "if it actually works and whether or not the products/services which are being advertised are even adopted." (It postulates that advertising only has one purpose.)

    Then I see a divergence off topic to "argue that the term "viral marketing’ coined by Rayport’ was a loose analogy and the fact of the matter is that there never was a viable connection between a virus and any form of legal marketing . . . ." What does this have to do with product/service adoption?

    What valuable new information is to be discovered by your quest? I'm confident you'll dig up company reports of before and after formal viral marketing programs that they did in fact work or not work for their company. So what? It will validate viral marketing does and does not lead to adoptions.

    I would like to see you FOCUS and post (here) a succinct excerpt of your proposal that addresses a burning unanswered question, what primary research you are planning, and what new answers you wish to discover.

    Have you ever watched the movie A Beautiful Mind?. John Nash struggled "forever" to discover the topic of his dissertation which led to him earning the Nobel Prize for Mathematics.

    We'll be anxiously awaiting your feedback and refocused efforts. Much success in your quest.

    Bob









  • Posted by alia-khan06 on 10/19/2011 at 6:22 AM Author
    Hi, thanks for all your help. I understand what you both mean i think because I've started doing the reading on viral marketing i'm letting it cloud my judgement of trying to investigate it properly since I've already almost assumed my findings.

    What direction do you suggest i take on the subject on viral marketing as it something which does interest me, I'm just worried i won't have much scope for investigation.
  • Posted by AdsValueBob on 10/19/2011 at 12:20 PM Accepted
    Respectfully, that is your challenge to discover. Sorry - I only went as far as a Masters (because I couldn't think of a dissertation topic - LOL)

    I suggest you use a brainstorming software (Google "free brainstorming software") and organize a social model of the wonderful world of viral marketing (VM). Create 4 - 6 levels of detail and I believe there will be holes in the diagrams you create.

    Why are there holes? What branches flourished and what psychological need is VM filling and how do companies effectively exploit it when other fail?. How does different cultures play on your social VM model? Dig, then dig some more and find that nugget of gold.

    My brain hurts and that's all I have time for today. Contact me through my profile if you wish to talk offline.

    Sincerely,

    Bob
  • Posted by alia-khan06 on 10/21/2011 at 6:31 AM Author
    Hi thank you for all your help, I've decided to do some more research and read a more journals before i decide on a research area, which I'm hoping will give me more of a focus before i start planning my dissertation. Thank You anyway.
  • Posted on 10/31/2011 at 7:51 PM Member
    Hi -

    The company that I work for uses viral marketing as a key selling feature and the clients love the effects that it has. You can check out our website and I would be more than happy to give you a demo so I can show you the effects it can have.

    Best,
    Erica
    CoupSmart.com
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