Viral marketing as a tool for emerging companies
Ramos Lacal, Nacho (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061923353
https://urn.fi/URN:NBN:fi:amk-2025061923353
Tiivistelmä
in today's oversaturated and fast-changing digital world, startups are struggling to capture consumers' attention and establish genuine connections. With growing media-literary audiences eroding the power of conventional advertising, startups are increasingly leveraging viral marketing as a new, natural, and lowcost way of establishing brand reputation and engaging with users. This Bachelor's Thesis analyzes how Spanish startups are using viral marketing to not just be noticed in crowded markets but also create strong and authentic digital profiles.
The research adopts a qualitative method that includes thorough reading of literature, analysis of two successful case studies (Scuffers and Vicio), and interviews of marketers. These methods are useful in offering a multi-faceted overview of how campaigns go viral, are spread, and received by consumers. Case studies were chosen on the basis that they managed to forge emotional connections, stimulate social media engagement, and maintain momentum through well-planned narrative and continued brand messaging.
The study suggests that effective virality is a function of planning, impacting content, user interaction, and brand value consistency. Common ingredients that are present are humor, provocation, exclusivity, influencer endorsement, and storytelling. Scuffers and Vicio also address how viral marketing manages to overcome fad buzz to form an enduring brand image.
Lastly, the research reiterates that viral marketing must be complemented by long-term ideas turning exposure into customer loyalty and long-term market enduringness. Despite being inherently transient, viral marketing, when done in earnest and in strategic consistency, can provide startups with a plausible method of growth in the web market.
The research adopts a qualitative method that includes thorough reading of literature, analysis of two successful case studies (Scuffers and Vicio), and interviews of marketers. These methods are useful in offering a multi-faceted overview of how campaigns go viral, are spread, and received by consumers. Case studies were chosen on the basis that they managed to forge emotional connections, stimulate social media engagement, and maintain momentum through well-planned narrative and continued brand messaging.
The study suggests that effective virality is a function of planning, impacting content, user interaction, and brand value consistency. Common ingredients that are present are humor, provocation, exclusivity, influencer endorsement, and storytelling. Scuffers and Vicio also address how viral marketing manages to overcome fad buzz to form an enduring brand image.
Lastly, the research reiterates that viral marketing must be complemented by long-term ideas turning exposure into customer loyalty and long-term market enduringness. Despite being inherently transient, viral marketing, when done in earnest and in strategic consistency, can provide startups with a plausible method of growth in the web market.