Социальные связи и убедительность вирусной кампании в социальной сети: роль воспринимаемого рекламного характера сообщения
Ван Норт Г., Антенис М., Ван Реймерсдал Е.


Предлагаем вниманию читателей перевод статьи голландских ученых, в которой исследуется важное предположение: большую роль в том, какое влияние оказывает рекламная кампания, играет социальный контекст. Авторы выясняют, влияет ли социальная связь между отправителем и получателем сообщения вирусной кампании в социальной сети на степень убедительности этой кампании. Также в статье обсуждается, как результаты данного исследования должны отразиться на практических действиях маркетолога в социальных медиа.


Социальные сети и социальные связи;
Вирусные кампании в социальных сетях;
Вирусные маркетинговые кампании и сила связи;
Рекламный характер сообщения;
Метод исследования;
Участники и процедура исследования;
Теоретические выводы и будущие исследования;
Практическое значение результатов исследования;

Ключевые слова: социальные сети, вирусный маркетинг, сила связей, убедительность
Журнал: «Маркетинговые коммуникации» — №6, 2013 (© Издательский дом Гребенников)
Объем в страницах: 16.
Кол-во знаков: около 40,592.

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Ван Норт Гуда

Преподаватель Амстердамской школы коммуникационных исследований (ASCoR) Амстердамского университета.

Амстердам, Нидерланды

Область научных интересов — маркетинговые коммуникации .

Антенис Мариолейн

Преподаватель Тилбургского центра познания и коммуникаций (TiCC) Тилбургского университета.

Тилбург, Нидерланды

Область научных интересов — социальные аспекты новых медиа.

Ван Реймерсдал Ева

Исследователь и преподаватель Амстердамской школы коммуникационных исследований (ASCoR) Амстердамского университета.

Амстердам, Нидерланды

Область научных интересов — маркетинговые коммуникации. Изучает влияние активности брендов в различных медиа.