Investigating Benefits of Combining Content Marketing and Viral
Marketing - Practical Case Study (Book Summary Vides)

D 2018

Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides)

MANSIMOV, Elvin a Dušan MLADENOVIĆ

Základní údaje

Originální název

Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides)

Autoři

MANSIMOV, Elvin a Dušan MLADENOVIĆ

Vydání

Prague, 26th EBES conference - Prague proceedings, od s. 1337-1345, 9 s. 2018

Nakladatel

Euroasia Business and Economics Society

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/18:00104293

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-605-64002-7-8

Klíčová slova anglicky

content marketing; viral marketing; social media; watch time; book summary videos; social media

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 3. 4. 2019 13:21, Mgr. Daniela Marcollová

Anotace

V originále

Main goal of this paper is to analyze the benefits of combining viral marketing and content marketing on a practical case study and create a knowledge base from the final results. In the first place, as a background check literature review has been implemented to find the similar researches done by other authors in the area and it was confirmed that no author has implemented similar practical case study. This research paper is executed on a specific practical case. However, authors believe that results can be also applied to different areas which aim to get higher variety of benefits from combination of viral marketing and content marketing. Expected benefits of this paper for academic community can be divided into three parts. Firstly, research results can be applied to the preparation of educational materials specifically for Millennials (born after 1994) that prefer learning from videos (43%) rather than traditional sources such as books and journals (Joshi 2016). Second, it can help us to understand what combination of features increase the watch time and receives higher level engagement from the audience. Finally, it might lead to further researches to find out more effective ways to deliver the message to a target group.

Návaznosti

MUNI/A/1125/2017, interní kód MU

Název: Consumer Behaviour Research in Digital Environment

Investor: Masarykova univerzita, Consumer Behaviour Research in Digital Environment, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Přiložené soubory

INVESTIGATING_BENEFITS_OF_COMBINING_CONTENT_MARKETING_AND_VIRAL_MARKETING_PRACTICAL_CASE_STUDY_BOOK_SUMMARY_VIDEOS.pdf

Požádat o autorskou verzi souboru

Citovat

MANSIMOV, Elvin a Dušan MLADENOVIĆ. Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides). Online. In Jonathan Batten. 26th EBES conference - Prague proceedings. Prague: Euroasia Business and Economics Society, 2018, s. 1337-1345. ISBN 978-605-64002-7-8.

@inproceedings{1459456,
   author = {Mansimov, Elvin and Mladenović, Dušan},
   address = {Prague},
   booktitle = {26th EBES conference - Prague proceedings},
   editor = {Jonathan Batten},
   keywords = {content marketing; viral marketing; social media; watch time; book summary videos; social media},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Prague},
   isbn = {978-605-64002-7-8},
   pages = {1337-1345},
   publisher = {Euroasia Business and Economics Society},
   title = {Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides)},
   url = {https://www.dropbox.com/s/66cxxvo8mtigz7p/26th%20EBES%20Conference%20Proceedings.pdf?dl=0},
   year = {2018}
}

TY  - CONF
ID  - 1459456
AU  - Mansimov, Elvin - Mladenović, Dušan
PY  - 2018
TI  - Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides)
PB  - Euroasia Business and Economics Society
CY  - Prague
SN  - 9786056400278
KW  - content marketing
KW  - viral marketing
KW  - social media
KW  - watch time
KW  - book summary videos
KW  - social media
UR  - https://www.dropbox.com/s/66cxxvo8mtigz7p/26th%20EBES%20Conference%20Proceedings.pdf?dl=0
N2  - Main goal of this paper is to analyze the benefits of combining viral marketing and content marketing on a practical case study and create a knowledge base from the final results. In the first place, as a background check literature review has been implemented to find the similar researches done by other authors in the area and it was confirmed that no author has implemented similar practical case study. This research paper is executed on a specific practical case. However, authors believe that results can be also applied to different areas which aim to get higher variety of benefits from combination of viral marketing and content marketing. Expected benefits of this paper for academic community can be divided into three parts. Firstly, research results can be applied to the preparation of educational materials specifically for Millennials (born after 1994) that prefer learning from videos (43%) rather than traditional sources such as books and journals (Joshi 2016). Second, it can help us to understand what combination of features increase the watch time and receives higher level engagement from the audience. Finally, it might lead to further researches to find out more effective ways to deliver the message to a target group.
ER  -

MANSIMOV, Elvin a Dušan MLADENOVI$\backslash$'C. Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides). Online. In Jonathan Batten. \textit{26th EBES conference - Prague proceedings}. Prague: Euroasia Business and Economics Society, 2018, s.~1337-1345. ISBN~978-605-64002-7-8.

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