In this paper, we examine the attitudes of 16- to 19-year olds towards stealth viral marketing in the form of videos posted on websites such as Youtube. Apart from their general attitudes towards the phenomenon, we were also concerned with their views on the ethics involved in this marketing method and how this affects their view on the companies behind the advertising. To accomplish this, we administered a survey to a sample chosen by convenience. Using the Persuasion Knowledge Model and prior research on the subject, we then analyzed the gathered data and reached the conclusion that the respondents in our sample were mainly positive towards stealth viral marketing in this particular form, that they generally did not consider it unethical and that even though most considered the companies to be responsible for such videos, teenagers were not likely to take negative actions against them if they found out that a video that they had seen was in fact a stealth viral video..

AbstractPurposeThe purpose of this thesis is to examine the Swedish students? habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys.

AbstractNarrative has a big impact on movies, tv-shows, books and art. But does narrative always matter? This paper is about narratives and its importance on the webpage called YouTube. Thru our research we wanted to find an answer to the question: if narrative storytelling is a part of making a video on YouTube successful. We used ten videos from YouTube that was popular in June 2011.

The purpose of this thesis is to shine some light on how B2C companies in Sweden carry out a viral marketing campaign. Through case studies of two comparably sized companies, Arla and If Skadeförsäkringar, this was examined. This study shows that viral marketing is still a new subject for both marketers and researchers. It is hard to find conclusive methods for how to carry out such a marketing campaign successfully leaving companies feeling that they first have to go through a trial and error process. This is evident in this case study, where viral marketing is degraded to a tool for generating awareness rather than producing actual results as part of a holistic marketing plan and where those results are too uncertain to rely on.

 ABSTRACTThis master thesis defines a new concept ? Math Videos on the Net. The term refers to short,educational videos of mathematics that are freely available on the internet. The videos aredesigned to offer a complement to other course material for a specific element of a specific mathcourse and are directed to the target group of students studying the latter. Within this work, MathVideos on the Net have been created for the Swedish upper secondary school courses Matematik1b and 1c.The study aims to describe, analyze and interpret whether, and if so, how Math Videos on theNet can help support the work of teachers and students? development of knowledge in the firstmathematics course of the Swedish upper secondary school.

Bakgrund: I massmedia har det på senare tid börjat uppmärksammas ett nytt fenomen inom internetbaserad marknadsföring som kallas för viral marknadsföring. Det har dock inte gjorts några studier om vad begreppet egentligen innebär. Syfte: Att ge en innebörd åt begreppet viral marknadsföring och att undersöka de faktorer som kan påverka möjligheten att kunna utnyttja viral marknadsföring. Avgränsningar: I denna studie har vi avgränsat oss genom att säga att teorierna kring viral marknadsföring endast går att applicera på Internet. I studien behandlas endast konsumentrelaterade produkter.

The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to:To clarify the underlying reasons for the use of viral advertising.To clarify the advertising producers ethical views on hidden viral advertising.The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only.The following points are the essential conclusions of our study:Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used.The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising.Viral advertising where the sender is hidden or unclear is always seen as unethical.

Viral marketing is a marketing tool that is becoming more common in the marketing industry. As people spend more time on the internet via their smartphones, tablets and computers marketers try to find new ways to reach out and connect with consumers. Succeeding with a viral spread is not easy; it's several factors that are important. Viral marketing encourages consumers to recommend and talk about product-related information with each other. So, what should a viral campaign or message contain in order to create this interest among us consumers? There are few empirical studies done in this subject which makes this kind of uncharted territory.

The purpose of this thesis is to clarify the connection between word-of-mouth and viral marketing, to identify properties of and strategic ways to implement viral marketing and to examine how a company can influence the customers? perception of the brand in social media.This purpose served to answer our research question: How can companies deliberately create viral marketing?To answer this question we based our study on a qualitative method where we conducted eight interviews with different people, all with experience in our research field. We focused on our respondents? own opinions and were more interested in their personal experiences rather than the market in general.In our last chapter our analysis clearly demonstrates that companies can deliberately create viral marketing. This is possible if companies create material that appeal to and that triggers the costumer to share.

The increased use of social media in recent years has attracted the attention of different kinds of nonprofit organisations. The purpose of this study is to identify a foundation for viral strategies for nonprofit organisations as well as to understand the current interactivity between the organisation and its followers in social media. Following that we have chosen the research question: In what ways can nonprofit organisations develop viral marketing in social media? The study has a qualitative research methodology with empirical findings as base. We have throughout the research process strived for an inductive nature in the study though there are deductive elements.

We have in this study preformed a quantitative examination on how hooligans use film and new technologies to spread private videos on the Internet. With today´s technologies it is very easy for hooligans to publish their videos. In this study, we have choosen to do a questionnaire poll based on seven questions about what people think of hooliganviolence on online video sharing sites. We have also conducted an online interview with a former swedish hooligan. The people who participated in our study are all anonymous, and therefore we have no age or gender included in our study.

The intention of the essay was to see what Web users? comprehension might be when watching four videos that are published on the Swedish Government?s Web site. One video contains an interview with Lena Hallengren, Minister for Youth Affairs of the Swedish Government, and in the other three Ulrica Messing, Minister for Communications and Regional Affairs of the same government, gives speeches about the governmental issues she is responsible for. The comprehensions that were examined are those concerning the forms of presentation of the videos, the ministers? appearances, the videos abilities to create and maintain the Web site visitors? interest, and the visitors? behaviours and conducts while being in contact with the Web site.

Vårt uppsats undersöker hur en betalning kopplad till viral marknadsföring skulle påverka ungdomars attityd gentemot en sådan kampanj. Vi har utgått ifrån en kvalitativ metod iform av fokusgrupper och semistrukturerade intervjuer. Den största fokusen ligger på fokusgrupperna..

Vårt uppsats undersöker hur en betalning kopplad till viral marknadsföring skulle påverka ungdomars attityd gentemot en sådan kampanj. Vi har utgått ifrån en kvalitativ metod iform av fokusgrupper och semistrukturerade intervjuer. Den största fokusen ligger på fokusgrupperna..

  Purpose/Aim: To achieve a deeper knowledge and better understanding of how Hillary Clinton and Barack Obama use rhetoric figures and body language to convince the people that they are the individual who should be elected as the democratic nominee and if and in which way Internets characteristics take practical expressions in the supply of videos on YouTube and Barack Obamas and Hillary Clintons official websites.Material/Method: Quantitative content analysisMain results: Hillary Clintons and Barack Obamas ability to spread out exactly the information they want on their official websites takes expression in form of videos with only positive information. Hillary Clinton and Barack Obama try to create a form of advertising on their official websites through the publication of these videos. Internets special characteristics are highly visible and realized in the videos on YouTube. Users are very active which take expressions in creative creations of videos. On YouTube there also exists negative information about Hillary Clinton and Barack Obama.