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



Year of publication 2018
Type Article in Proceedings
Conference 26th EBES conference - Prague proceedings
MU Faculty or unit

Faculty of Economics and Administration

Keywords content marketing; viral marketing; social media; watch time; book summary videos; social media
Attached files
Description 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.
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