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Munster Technological University
Viral marketing | Internet marketing | Branding (Marketing) -- Management | Electronic commerce -- Social aspects | Motion picture industry -- Ireland -- Marketing
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The Application Of Viral Marketing To The Irish Film Industry, Stephen O'Mahony
The Application Of Viral Marketing To The Irish Film Industry, Stephen O'Mahony
Theses
The research examines the concept of viral marketing and in particular, its application to the Irish film industry. It explores the merits of viral marketing as a promotional technique for Irish film and the associated online social media channels through which viral messages are disseminated. Further to this, the study identifies the extent to which viral marketing and online social media have been adopted by Irish consumers and enterprise. Given that viral marketing is still in its relative infancy, the research also takes a conceptual approach so that it contributes to the continued understanding of the practice in general.
A …