Final thesis viral marketingx

Executive Summary Viral marketing, a technique that people create an attractive content and share on pre-existing social network and other technology to increase brand identity, is becoming a trend to promote brand names of corporations In Vietnam, with the rapidly develop of social network and the agility of the marketers, viral marketing is also applied more and more popular, shows how strong and effective it is The success in branding campaign of Dien May Xanh is one of typical cases study that has proved it Dien May Xanh launched their campaign to introduce themselves in the most creative way After few weeks of launching, social media and social network recorded a wide spreading of Dien May Xanh commercial Internet meme, forums, social network… were bombarded with commercial and slogan of Dien May Xanh’s campaign With the highly successful in the way Dien May Xanh using viral marketing, this research is aimed to analyze factors that made it possible More importantly, the research will show new start-ups a method to spread their affection, their brand name in social media and social network The research focuses on analyzing viral marketing elements which are contribute to build brand identity In order to so, there are three research objectives conducted: Objective 1: Identify the factors of viral marketing that affect brand awareness in the case of DIEN MAY XANH Objective 2: Analyze of the impact of these factors, identify factors most impact on brand awareness of DIEN MAY XANH Objective 3: Provide some solutions for DIEN MAY XANH to improve viral marketing technique that affects the brand awareness With three clear objectives, 400 surveys were conducted to ensure the accuracy of information from the Hanoi citizens After conducting this study, much valuable information was revealed and some recommendations are showed below CHAP INTRODUCTION 1.1 Topic background: Viral marketing is becoming the popular trend of the marketing industry in the world and Vietnam also The benefit of it is very huge for companies, influencers and for the consumers as well In 2016, when Dien May Xanh first launched their campaign, the social media and social network soon bombarded with Dien May Xanh’s commercial and slogan by sharing and creating meme Within few months, Dien May Xanh becomes a well-known brand name and their slogan become the hot trend in a lot of forums and fanpages With the highly successful of Dien May Xanh commercial, this topic’s goal is to reveal the factors that affect customer’s perception of brand identity of Dien May Xanh Not yet, the true noble purpose of the topic is to introduce young and new start-ups which are getting struggle to survive a new method to spread their brand name in the highly competitive market 1.1.1 Viral marketing in the world Viral marketing has been around since the 1990s Viral marketing is a technique of producing creative content that consumers then spread among themselves has since taken on a life of its own And like a virus, it is constantly evolving From television adverts twenty years ago, to the recent forty-three seconds YouTube video that got more attention in 24 hours than a Presidential speech, viral marketing strategies are constantly developing in unexpected ways In 2006, a young man uploaded on Youtube a video clip he was playing rock-style guitar song Canon This video clip is so famous that it has been shared and spread like a virus Until now, this clip has 13million views and 250.000 comments That was a phenomenon viral marketing campaign of a guitar-teaching website with the support of Youtube, Yahoo and forums The explosive of smart-phone and social network, video advertising was assumed to become the dominator of digital marketing A last few years had seen the rise of video advertising with some phenomenon viral marketing campaign In 2010, we have seen a video commercial of Old Spice, with many hilarious followers on videos, this made the brand become a place that any marketers wanted to work with In 2012, one of the most innovative public safety videos of all time, Dumb ways to die was a hit around the world and there have since been numerous sequels created The original has an amazing 152M views on YouTube and the campaign won numerous awards worldwide And in 2013, the winner of Viral Campaign of the Years: Dove Real Beauty Sketches once again have proved how video advertise and overwhelm social media The video alone got 67M views and nearly 135 million views for the whole series and made Unilever got a massive audience 1.1.2 Viral marketing in Vietnam and The Case of Dien May Xanh Previously, there were two successful campaigns and also the first two viral marketing campaigns in Vietnam It was “Tim em noi dau” of Closeup in 2008, won the silver medal of Asia advertising, created fever with million views on Youtube and blogs at that time The second is the advertising campaign of Sony Ericsson Vietnam by Don Nguyen's “Vong co Geisha” These are the two campaigns that created a huge buzz first in Vietnam marketing community And once again, in 2016, there were three companies boldly launched phenomenon viral campaign, outstanding in the so far saturated market and harvested a perfect result: “Dien May Xanh - Ban muon mua TV”, “Biti’s Hunter - Di de tro ve”, “Vodka Ca Sau - Cam xuc chi co the tot hon” Image ?: Three viral campaigns of 2016 Within a month, Dien May Xanh attracted 1.349.777 interaction included posts, likes, shares and comments, more 100.000 interactions than Biti’s Hunter’s campaign and far more than Vodka’s one Over a million interaction within a month made Dien May Xanh’s marketing campaign become the most successful viral campaign in Vietnam Moreover, the timing was also perfect since three campaigns were launched just before Lunar New Year few weeks Therefore, more attractive to brand awareness can turn into a huge increase in profit Image ?: Dien May Xanh total interaction on first month From 18 December 2016 to 16 January 2017, Dien May Xanh got total 1.349.777 interactions included: 21.081 original posts, 142.924 comments, 1.077.673 likes and 108.099 shares In the top social platforms, 230.800 interactions were made on Facebook, 502 on news, 1.600 on forums, 10.700 on Youtube channel, 2.100 through ecommerce and on Instagram In the first week of the event, the interaction reached peak with 229.193 and 223.035 in few days later and then lower by the time The appearance of Dien May Xanh’s commercial was flooding social media, especially on Facebook with the enormous interaction: 230.800 It’s proved that Facebook now becoming a very potential marketing channel that every firm wanted to dominate Nearly 230.000 interaction in the first week was an outstanding number, especially for a regular brand name Image ?: Dien May Xanh cover trend Dien May Xanh also showed their quick reaction to the social trend such as : Lac Troi, Pikalong Dragon, new year haircut, Tet now and then, with pictures of weird, blue man that made social network shares constantly Those pictures soon became the famous memes on the internet and social network in Vietnam Although some viewers feels uncomfortable, or even scare of the blue man, no one can deny Dien May Xanh‘s video commercial got phenomenon views, especially when no celebrities were involved 1.2 Company background Mobile World Joint Stock Company is a retail corporation in Vietnam with major business is retailing of mobile phones, digital devices and consumer electronics Dien May Xanh is a brand of Mobile World JSC, was operated on st December 2010 Up to now, the supermarket system has expanded with 373 supermarkets in 63 provinces and more than 10,000 employees The size of Vietnam's electronics market is up to 70 trillion dong It has been years from the time Dien May Xanh established, but in the end of 2016, brand name of it has widely known, thanks to their TVC that was first published on TV In particular, Dien May Xanh is occupying 14% market share Other chains account for 46% market share, and retail stores account for 40% The sales revenue increased 148% ( equal 8,648 billions VND ) after the campaign The campaign also increased the social discussion about the brand from 38,7% up to 73,8% on May 2017 Total likes share and comment on the social network after the campaign is 3,2 millions Dien May Xanh TVC also get top most viewed commercial on Youtube Asia at November 2016 with millions viewed after week released It also became a hot trend on Facebook with many fanpage and Key Opinion Leader sharing the TVC and cover it into new versions This is evaluated as the most effective and attractive campaign on social media and social network in the end of 2016, get over the campaigns of Bitis and Vodka Ca Sau taking over at the same time That is the reason why we choose the case of Dien May Xanh to prove the great effect of viral marketing on brand awareness Organic spread speed and creating the impression of their TVC on audiences are evidences for what viral marketing can cause 1.3 Research Objectives Dien May Xanh was very successful in using viral marketing to influence the brand identity of customers Therefore, we this research to analyze the elements of viral marketing that influence the brand identity of customers, from which to draw the necessary lessons for the startup business Objective 1: Identify the factors of video used in viral marketing that affect brand awareness in the case of Dien May Xanh Objective 2: Analyze of the impact of these factors, identify factors most impact on brand awareness of Dien May Xanh Objective 3: Provide some recommendations for other startup companies to apply viral marketing technique for increasing brand awareness 1.4 Research Questions These related questions aimed at clarifying research objectives Question 1: What are the factors of video used in viral marketing that affect brand awareness in the case of Dien May Xanh? Question 2: How all the components affect brand awareness? Question 3: What are recommendations for other startup companies to apply viral marketing technique for increasing the brand awareness? 1.5 Research Scope With the aim to analyze the success of viral marketing in the case of Dien May Xanh on social media The solutions to improve the viral marketing that was conducted by Dien May Xanh and can become a lesson for startup companies in Viet Nam Both viral marketing and brand awareness are very wide field Therefore, to the deepest research, in viral marketing, the authors just research about the factors that make a video go viral, cause impact on customer interaction on social media, an effective way to track the cover of a brand in digital age The objects chosen in this research are citizens in Hanoi, who are using Social Network Hanoi is also a very suitable place to the research since the traffic is greatly huge and electronic shop is massive From the analysis, suggestion and recommendation to apply the viral marketing to start-up will be conducted 1.6 Research Methodology The purpose of this chapter is to clarify methods used in implementation this research, how the research was designed and reasons for the selections The chapter show the reader the survey’s structure and clarifies data collection techniques Besides, the analysis method and meticulousness measurement are going to be considered After the survey data was collected, analyzing is the next step of the research process Performing analysis with SPSS version 22.0 can be considered as a smart choice The chapter moves to the limitation of the research study and the ethical issues In this research, both primary and secondary method were used Firstly, the primary method will be performed by conducting a survey about DIEN MAY XANH viral marketing strategy Therefore, the core factors will be revealed Next, the process requires the secondary research to collect 3-5 elements of viral marketing, which can be found on the newspapers, articles or books Then, the data will be examined along with the figures collected from the primary method in order to have a thorough view of the situation The survey will be conducted within one month in both online and offline channels For online survey, google form was used to collect answers through social network and survey on large and popular DIEN MAY XANH shops around Hanoi With offline channel, a question list paper was delivered to respondents 1.7 Thesis outline The thesis research is presented in the structure below: ● Chapter 1: Introduction This section gives an overview of research topic and outline of the topic to the reader The relationship between viral marketing and brand awareness as well as the research objectives, research questions, research scope, methodology and thesis outline ● Chapter 2: Literature Review Theoretical clarifying contents of viral marketing, the definition of viral marketing and brand awareness and proposed research model for the report Moreover, this chapter will present the theoretical models and hypotheses to measure the intensity of factors that affect customers about brand awareness ● Chapter 3: Methodology The content of this chapter is to show the measurement scale, research concepts and methods of adjusting the scales The aim of this chapter is to concretize the research methodology, testing the research model with established theories ● Chapter 4: Analysis and Findings This chapter includes analysis from qualitative and quantitative research In Qualitative Analysis, we collect all the data from in-depth interview We conducted an interview with Dien May Xanh electronics shop’s manager, its employees and people who used to share the Dien May Xanh commercial The quantitative research as known as survey will be analyzed by using SPSS 22 To determine the characteristic of customers and managers in Dien May Xanh before running the survey question, the process of observation was carried out from 3rd 16 June to 20th June In this chapter, all the raw information and data which had been collected from customers or any other sources before will be conducted With the data gathered through different techniques steps of analysis processes will be used to assess: Cronbach Alpha, Descriptive, Correlation and Regression ● Chapter 5: Recommendations In this chapter, recommendations are proposed to improve the viral marketing strategy of Dien May Xanh and appropriate suggestions for start-up to spread their brand awareness on market present And lastly, summarize the finding and give suggestions for further research CHAP LITERATURE REVIEW 2.1 Introduction This chapter will give a general review on theory, related research and model for the topic: “The influence of Viral Marketing on Brand Awareness, the case of Dien May Xanh” The author will focus deeply on the definition of viral marketing, video marketing as a part of it, customer interaction on social media and how it is boosting brand awareness to prove the influence the viral marketing on brand awareness Finally, we will show research model of this study This model will perform the factors that make a video go viral and create a huge number of customer interaction on social media 2.2 Viral Marketing 2.2.1 Definition The term “Viral Marketing” describes the phenomenon by which people mutually share and spread marketing relevant information initially sent out by markets to stimulate and capitalize on word of mouth behavior (Van der Lans etal,.2010) Viral marketing is viewed by some as wordof-mouth advertising in which individual tell others about products or services (Ehlers etal,.2012) It can be considered as the online version of the traditional word of mouth literature in marketing, due to reasons The first is the emergence of new technologies, such as email and social networks, which have increased the level of reach and immediacy And the second is an increase in accessibility and reduction in costs in acquiring such technologies because now individuals are better able to communicate their opinions to a large subset of the general public Marketers are looking for new ways of communicating with customers and creating a dialogue with them The growth and evolution of the Internet has led to the creation of a new format of word-of-mouth; viral marketing through social media The ultimate goal is to “use consumer-toconsumer communications – as opposed to company-to-consumer communications – to disseminate information about a product or service, thereby leading to more rapid and effective cost adoption by the market” (De Bruyn & Lilien, 2008, p.151) Wilson (2012b) identifies the definition of viral marketing as any strategy that motivate customer to pass on a marketing message to other customers, creating potential growth in the key message of strategy and its influence He stressed that, as with viruses, such strategies spread quickly and explode the message to thousands and millions Rouse (2007) believes that viral marketing is any marketing technique that involve websites or users of social network and social media to pass on a marketing message to other sites or users, creating a fast exponential growth in the message’s effect and influence Kaplan & Haenlein (2011) further define it as ‘electronic word-of-mouth’ whereby some form of marketing message related to a company such as brand, products or services is transmitted in an unbelievable growing way, often through the use of social network and media 2.2.2 Benefit of Viral Marketing The viral marketing concept and its examples recommend that any firm can continue to use the power of social networks to promote products or services (De Bruyn & Lilien, 2008) This form of customer to customer communication is an effective means of transforming electronic communication networks into influencing networks (Ehlers, in Du Plessis et al., 2012) Viral marketing exploits existing social networks by stimulate customers to share product information in form of advertising with other customers (Leskovec, Adamic, & Huberman, 2008) Evident show that the viral nature of the Internet means that any negative feedback to the firm can spread faster than a fire in a matchbox and it is always impossible to undo the damage done (Paul, 2007) According to a Mindcomet Corporation white paper (2008), the Internet has substantially changed the concept of word-of-mouth The term ‘Viral marketing’ was first given by venture capitalist Steve Jurvetson in 1997 and was used to describe Hotmail’s email practice of appending advertising of themselves to outgoing user mail Like how virus spreading if such an advertisement reaches ‘vulnerable’ users, the same users will become ‘infected’ (i.e., sign up for an account) and then go on to infect other vulnerable users However, Klopper (2002) points out the viral marketing concept encourages customer to spread information online or through other social media and social network, which challenges traditional marketing practices Viral marketing has begun to replace what was traditionally referred to as word-of-mouth (Wampole, 2012) The key driver in viral marketing is the effectiveness of unsolicited, electronic referrals to create awareness, trigger interest, and generate sales or product adoption (De Bruyn & Lilien, 2008) According to Dobele etal (2005), successful viral marketing campaigns are the combination of an engaging message that related to imagination, fun and intrigue, stimulate ease of use and visibility, targets credible sources, and leverages combinations of technology 2.2.3 The information spreading process: Viral marketing encourages customers to spread information to others, like a virus (Wearing HJ etal,.2005) The SIR epidemiological model (Wearing HJ etal,.2005) and the viral marketing model (Sohn K etal,.2013) below will explain clearly about viral marketing and how can it spread quickly like a virus: Figure?: SIR model for viral marketing (Helena Sofia Rodrigues,2010) The model shows a simple and clearly approach, modeling the viral marketing process through epidemiological point of view, where a disease is spread by person to person contact In the marketing term, a susceptible individual is a potential customer who have positive attitude toward the marketing message or use an offering from a firm; also known as the target audience An infected customer passes the marketing message or uses a specific product or service from the company and/or recommend it β is the probability of moving from the target audience to infective The infected customers start to spread the message through social contacts When an individual share no more, others infected recovered 2.2.4 Video in Viral Marketing According to Alan Meyer (2015), using video in viral marketing is a marketing technique that uses social network and other tools to gain traction for the video in order to promote brand awareness, products, services, or to achieve other marketing objectives A marketing campaign succeed or not basing on the volume of people who interact with the video Rather than paying to have the video played (like a regular advertisement), it is promoted to approach an existing audience that are most likely to be active in social media and will share the video The general consensus is a video that gains a huge number of views over a certain amount of time can be considered to have gone viral A specific rule of thumb is a video needs to gain over million views in period of to weeks Some of the most well-known examples of viral video marketing has all broken 10 million views One argument that everyone can agree on is that a video can be considered viral if it can remain well-known beyond the initial hype and create word of mouth sharing Meyer (2015) also state that having a viral marketing video can create a fantastic brand awareness with huge reach across many audiences Therefore, it is an obvious reason to produce a promotional video to increase brand awareness However, that’s only one of many great benefits of viral video marketing The first benefit of viral video marketing is the cost, which is often times much lower than standard advertising Getting an advertisement play time on TV is very expensive, especially if it is during any sort of primetime programming on a major channel While that posting a promotional video on social media are free and also tend to cost much less to produce than a commercial production meant for TV The second benefit of viral video The last question is about how customer think video commercial should be a core in marketing campaign to increase customer’s interaction in the scale from to 205 responses (50.6%) agreed it will very strongly affect 136 responses (33.6%) agreed strong effect 43 responses (10.6%) voted medium 13 responses (3.2%) for weak and only responses (2%) rated for very weak Obviously, over 80% respondents agree that using video commercial as a core in a social media marketing campaign influence the volume of customer interaction with the campaign It can be inferred that video now is a trend, loved and welcomed by the majority of the community This trend will continue to flourish and develop further in the future Table ?: Descriptive Statistics result Descriptive Statistics N Music2 Lyric2 Scenes2 Product Visible2 Relationship of MKT and Interaction Valid N (listwise) Maximu m 5 5 Mean 408 408 408 408 Minimu m 1 1 4.26 4.17 4.00 3.18 Std Deviation 969 966 988 1.095 408 4.24 973 408 Table ? show that valid Product Visible2 has minimum mean = 3.18, lowest among five factors It’s also prove customers don’t care which product was appeared in the video And Music2 has maximum mean = 4.26 show music is the factor that entertained customers a lot 4.3.3 Correlation Analysis Correlation analysis is used to qualify the degree of association or the degree of relationship between two variables A correlation value runs from -1 to In correlation table, if the result of Sig (2 tailed) < 0.05, data values are statistically significant If the result >0.05 data values are not statistically significant Pearson Correlation value exposes the relationship between two variables If the value runs from to -1, the relationship is negative and is positive if it run from to Negative relationship means an increase of one variable leads to a decrease of other one Two variable will move on the different direction On the contrary, positive relationship means an increase of one variable leads to an increase of other one Two variables will move on the same direction The closer it get to -1 or , the stronger the relationship is Figure ?: Correlation Coefficient Interpretation Guideline (McGraw-Hill/Irwin,2010) Table ?: Correlation Analysis between Interaction and other factors Correlations Music2 Pearson Correlation Sig (2-tailed) Musi c2 Lyric Scene s2 Product Visible2 Customer ’s Interactio n 717** 560** 290** 739** 000 000 000 000 N Lyric2 Scenes2 Product Visible2 Customer’s Interaction Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation 408 408 408 408 408 717** 639** 405** 729** 000 408 408 000 408 000 408 000 408 560** 639** 493** 677** 000 408 000 408 408 000 408 000 408 290** 405** 493** 611** 000 408 000 408 000 408 408 000 408 439** 429** 377** 211** 000 408 000 408 408 Sig (2-tailed) 000 000 N 408 408 ** Correlation is significant at the 0.01 level (2-tailed) 4.3.3.1 Relationship between Music and Customer Interaction In the table ? , the column Customer’s Interaction show its relationship with four factors With the factor Music, Sig.(2-tailed) index was 0.00 < 0.05, data value was statisticially significant Pearson Correlation index reached 0.739, exposed the strong relationship between Music and Customer’s Interaction (between 0.6 and 0.8) The index 0.739 >0 means the relationship is positive Music and Customer’s Interaction move on the same direction The more the quality of music is improved, the more interaction will be made 4.3.3.2 Relationship between Lyric and Customer Interaction Based on the result of the table ? Sig.(2-tailed) index of Lyric is 0.00 < 0.05, data value is statisticially significant Pearson Correlation index was 0.729, expressed the strong relationship between Lyric and Customer’s Interaction (between 0.6 and 0.8) The index 0.729 >0 means the relationship is positive Lyric and Customer’s Interaction move on the same direction If the quality of lyric increase, customer’s interaction will increase too 4.3.3.3 Relationship between Scenes and Customer Interaction Table ? shows the Sig.(2-tailed) index of Scenes and Customer’s Interaction was 0.00 < 0.05, data value was statistically significant Pearson Correlation index was 0.677, showed the strong relationship between Scenes and Customer’s Interaction (between 0.6 and 0.8) The index 0.677 >0 means the relationship is positive and Scenes and Customer’s Interaction move on the same direction Improve quality of lyric will lead to the increase of customer’s interaction 4.3.3.4 Relationship between Product Visible and Customer Interaction Sig.(2-tailed) of Product Visible was 0.00 < 0.05, data value was statistically significant Pearson Correlation index was 0.611, can be considered as strong relationship (between 0.6 and 0.8) The index 0.611 > 0, the relationship is positive , two variables move on the same direction Therefore, the improvement of Product Visible factor will lead to customer’s interaction increase 4.4 Regression Analysis Regression analysis included four independent factors: Music, Lyric, Scenes, Product Visible and one dependent factor: customer’s interaction The project used Enter method Regression Equation: CI = B0 (constant) + B1*Music + B2*Lyric + B3*Scenes + B4*Product Visible Table ?: Model Summary Model Summaryb Model R R Square Adjusted R Std Error of Square the Estimate 479a 230 742 858 a Predictors: (Constant), Product Visible2, Music2, Scenes2, Lyric2 b Dependent Variable: Relationship of Viral Marketing and Interaction Durbin-Watson 1.099 In this table, the parameter Adjusted R Square showed the percentage change of independent variable can be explained by dependent variables In the case of this project, 74.2% customer’s interaction was impacted by four factors above Table ?: ANOVA ANOVAa Model Sum of Squares df Mean Square Regression 88.413 22.103 Residual 296.565 403 736 Total 384.978 407 a Dependent Variable: Relationship of MKT and Interaction b Predictors: (Constant), Product Visible2, Music2, Scenes2, Lyric2 F Sig 30.036 000b ANOVA table existed to evaluates the existence of Regression Equation Sig ANOVA = 0.00 < 0.05 , the Regression Equation matched the requirements The equation is suitable Table ?: Coefficients Coefficientsa Model Unstandardiz Standardized t ed Coefficients Coefficients B Std Error Beta (Constant) 1.963 215 Music2 446 064 Lyric2 270 070 Scenes2 226 061 Product 407 045 Visible2 a Dependent Variable: Relationship of MKT and Interaction 645 549 482 9.114 3.824 2.423 2.074 428 165 According to Coefficients table, Sig (B1) < 0.05, Sig (B2) < 0.05, Sig (B3) < 0.05, Sig (B4) < 0.05 All independent factors have meaning in statistic with realibility over 95% In table ?, there are two column Unstandardized Coefficients and Standardized Coefficients with different Beta coefficients In the Regression Equation, if Unstandardized Coefficients was applied, the formula has more mathematical meaning than economic sense The equation will explain the change of the dependent variable when each independent variable changes in the condition that the remaining independent variables must be fixed On the other hand, if Standardized Coefficients was applied, the formula has more economic sense than mathematical meaning Based on the Regression equation, researcher can determine which factor is the most important one and which is not The fomula will provide reseacher an insight which factor should be invested in to maximize profit (usually the highest variable) From the beginning, the purpose of this project was to analyze factors of viral marketing that would improve customer’s interaction Then apply it to firms which want to advertise their products In order to so, firms need to understand which factor affect their customer’s interaction mostly and then put a big budget of investment on that one Therefore, Standardized Coefficients was applied in this case Linear regression equation: CI = Music*0.645 + Lyric * 0.549 + Scenes*0.482 + Product Visible*0.428 In the fomula, Standardized Coefficients of music is the highest: 0.645 and of Product Visible is the lowest: 0.428 Therefore, music has strongest impact on customer’s interaction The regression equation also suggested that four factors should be invested if Dien May Xanh wants to improve their video commercial’s quality However, since Music got a highest index, it should be invested more than other three The index of four factors are positive, therefore, future trend for video viral is positive Those four factors will continue to influence customer’s interaction The trend in the future will be upwarded 4.4.1 Music Figure ?: Linear of Customer’s Interaction and Music Standardized Coefficients Beta B1 = 0.645, Sig.(B1) = 0.00 < 0.05 The result of SPSS showed that the relationship between Music and Customer’s Interaction was positive Therefore, the more positive Music of video commercial, the more interaction would be made Music factor affect sharing behavior highest in five factors 4.4.2 Lyric Figure ?: Linear of Customer’s Interaction and Lyric Standardized Coefficients Beta B2 = 0.549, Sig.(B2) = 0.02 < 0.05 The result of SPSS showed that the relationship between Lyric and Customer’s Interaction was positive Therefore, the more positive Lyric of video commercial, the more customer’s interaction would be made 4.4.3 Scenes Figure ?: Linear of Customer’s Interaction and Lyric Standardized Coefficients Beta B3 = 0.482, Sig.(B3) = 0.00 < 0.05 The result of SPSS showed that the relationship between Scenes and Customer’s Interaction was positive Therefore, the more improvement of Lyric of video commercial, the more changes customer would interact 4.4.4 Product Visible Figure ?: Linear of Customer’s Interaction and Lyric Standardized Coefficients Beta B3 = 0.428, Sig.(B4) = 0.00 < 0.05 The result of SPSS showed that the relationship between Product Visible and Customer’s Interaction was positive Therefore, the more improvement of Product Visible of video commercial, the more changes customer would interact 4.5 Findings 4.5.1 Music Factor Hypothesis 2: Music has positive relationship with customer interaction The Sig.(B1) = 0.00 < 0.05 and the Pearson Correlation index = 0.739 (strong relationship) proved that the relationship between Music and Customer’s Interaction was positive It’s matched with the hypotheses in Chapter2 In brief, Music have positive relationship with customer’s interaction If the music of video is more amuse and funny, more customers will interact The initial assumption is correct 4.5.2 Lyric Factor Hypothesis 3: Lyric has positive relationship with customer interaction The Sig.(B2) = 0.00 < 0.05 and the Pearson Correlation index = 0.729 (strong relationship) claimed that the relationship between Lyric and Customer’s Interaction was positive It’s matched with the hypotheses in Chapter2 Lyric have positive relationship with customer’s interaction The funnier the lyric is, the more customers will interact Therefore, the initial assumption is correct 4.5.3 Scenes Factor Hypothesis 4: Scenes has positive relationship with customer interaction The Sig.(B3) = 0.00 < 0.05 and the Pearson Correlation index = 0.677 (strong relationship) showed that the relationship between Scenes and Customer’s Interaction was positive It’s fit with the hypotheses in Chapter2 Scenes have positive relationship with customer’s interaction The improvement of scenes will lead to more customer’s interaction Therefore, the initial assumption is correct 4.5.4 Product Visible Factor Hypothesis 5: Product Visible has positive relationship with customer interaction The Sig.(B4) = 0.00 < 0.05 and the Pearson Correlation index = 0.611 (strong relationship) means that the relationship between Product Visible and Customer’s Interaction was positive It’s perfectly matched with the hypotheses in Chapter2 Product Visible have positive relationship with customer’s interaction The improvement of Product Visible will lead to more customer’s interaction Therefore, the initial assumption is correct 4.6 Limitation 4.7 Conclusion CHAPTER 5: RECOMMENDATION AND CONCLUSION 5.1 Introduction The previous chapter has analyzed data to gives the key findings collected from the research to answer the research questions It proved the great effect of a typical marketing campaign with the core is video commercial “Dien May Xanh – Ban muon mua TV” on brand awareness of Dien May Xanh A lot of people know about this brand after watching its video commercial Furthermore, the studies also indicated that viral marketing and brand awareness has a closed relationship After the data collection forms was received, a survey was done for a better understanding the influence of Dien May Xanh’s video commercial to its brand awareness on social media The data under the view of social network’s users has pointed out the success of Dien May Xanh’s marketing campaign Consequently, in this chapter will present about discussion, conclusion and implication of qualitative summary, quantitative summary, after that recommendation for other company when applying viral marketing like the way Dien May Xanh did This chapter also provides the limitation of the research and suggestion for the future research 5.2 Conclusion and Solution To conclude, the research objectives which mentioned in chapter has been reached: Identify the factors of video used in viral marketing that affect brand awareness in the case of Dien May Xanh ● Analyze of the impact of these factors, identify factors most impact on brand awareness of Dien May Xanh ● Provide some recommendations for other startup companies to apply viral marketing technique for increasing brand awareness ● By managing to answer the research questions above, not only the factors that make a video go viral and the way of Dien May Xanh uses viral marketing to increase brand awareness was figured out but also have recommendation for other startup companies to apply them Through interviews and questionnaires, a lot of information about customer’s mindset of Dien May Xanh was collected Base on that, a certain information and knowledge was broken down to identified the relationship between viral marketing and brand awareness of Dien May Xanh Before giving out recommendations, the research question in Chapter need to be answered first: What are the factors of video used in viral marketing that affect brand awareness in the case of Dien May Xanh? Looking at the analyzed data from the survey, it’s easy to see that the four factors that affect the virality of Dien May Xanh’s video are all achieved above the average point More specifically, looking at Dien May Xanh’s video factors, the order of brand awareness is respectively from low to high: Product Visible, Scene, Lyrics and Music The Music has the highest score (4.26) is quite understandable since the music in the video commercial of Dien May Xanh very attractive and unique; meanwhile the Product Visible is having the lowest score (3.18) because if a video has too many images of products, customers will consider it as a normal advertising video, and reduce its virality That also shows Dien May Xanh did quite well in developing the viral marketing campaign to influence their brand awareness How all the components affect brand awareness? In the previous chapter, the research mentioned that the factors affect the virality of a video and consumer interaction has a positive relationship In chapter 2, there are hypotheses, however, throughout reliability test, only four of them remain: Hypothesis 1: Run-time has a positive relationship with customer interaction => Run-time has no impact on customer interaction Hypothesis 2: Music has a positive relationship with customer interaction => Result: Music has a positive relationship with customer interaction Hypothesis 3: Lyrics has a positive relationship with customer interaction => Result: Lyrics has a positive relationship with customer interaction Hypothesis 4: Scene has a positive relationship with customer interaction => Result: Scene has a positive relationship with customer interaction Hypothesis 5: Product’s Visibility has a positive relationship with customer interaction => Result: Product’s Visibility has a positive relationship with customer interaction It’s obvious to see that, there is a close relationship between viral marketing and customer interaction They have positive effect among each other If one of those factors was increased, customer interaction will easily to be influence and increased as well There are four factors of a video used in viral marketing have been researched on: product visible, scene, lyrics and music It will be easier to increase customer interaction, from it to strengthen brand awareness if all of the research’s factors can be increased One more important conclusion, according to the survey and analysis of chapter 4, above 80% respondent agree that video have strong influence on the number of customer interaction This prove how effective video can That proved the effectiveness of the video to the customers It is the best and fastest tool to reach the customers in this time, make the key message of marketing campaign go viral easier than any traditional methods What are recommendations for other startup companies to apply viral marketing technique for increasing the brand awareness? This is an important question, define the benefit of this research Therefore, the authors will reserve a part of this chapter for answer it 5.3 Recommendations Dien May Xanh was established three years ago but not well known until the viral marketing campaign of it in the end of 2016 It was considered as a the most successful campaign in that time The music and lyrics of this video commercial are enough attractive, interesting and ease to remember to make a lot of people learn by heart and repeat, make up it The scene is also parodied many times, like a trend That make this brand easy to remember and realize by the community For other startup companies that want to apply viral marketing to increase brand awareness explosively like Dien May Xanh did, there are some recommendations the authors have drawn basing on the research Product visible, runtime, scene, lyrics and music, all of them can considered as part of video’s content Dien May Xanh was very skillful to create a very attractive content To be success like them, in each researched factors, the marketers of startup company need to: ● Run time According to research, run-time has a slightly impact on the outburst of video The reason is customers interact to the video or not, it’s not based on the runtime, it’s base on the content of video Dien May Xanh’s video last less than 30 seconds, but there were a lot of video that last minutes like video commercial of Thai Life Insurance, or even last 10 minutes, like “Vi em xung dang” advertise V3 Prime apartment, still go viral very well ● Product visible: Product visible is the indispensable factor in a video for advertising purpose Because, the final goal of a video commercial is make the customers know about products and brand, and choose to use them, bring the benefit to the firm The problem for the marketer is how to show off products and brand in video commercial skillfully, make customers enjoy and not to be offensive You can see in Dien May Xanh’s video appeared many products like TV, fridge, air conditioning… but it does not cause any discomfort to audiences While if a normal video with the appearance of too many products like this will be considered as advertising too much, too obvious, not be interested in by the customers But in the case of Dien May Xanh, the products appeared very adorable and attractive, impress what value Dien May Xanh bring to the customers Other startup can apply the way Dien May Xanh show their products ● Scene The way Dien May Xanh build scene is very creative and unique All the scenes impress on two brand colours of Dien May Xanh: yellow and blue Other startups want to be success in marketing campaign like Dien May Xanh also have scene in video commercial that make them different and easy to remember It had better for the marketers who know to choose beautiful views for video Customers will be more enjoy it Besides, what are most special of brand image also have to be showed off in video skillfully and attractively ● Lyrics With some video, dialogue can considered as lyrics This factor also need to creative To be cause impression on customers, lyrics need to make them laugh or have some special meaning In addition, lyrics or dialogue is short and catchy also a bonus point It’s make lyrics is easier to remember and repeat by customers ● Music According to research, music is the most important factor that influence customer interaction That is easy to understand, because music creates emotion It has become an dispensable part of the spiritual life of mankind A video want to go viral need a music that is enough attractive with the customer It maybe unique, different in rhythm or meaningful, catch the trend This is also a factor that requires the creativity of marketers The result from chap shows that music and lyrics are two factors that have the biggest influence on customer interaction Besides, index of factor are all positive, prove upward trend of them Therefore, all factors need to be focused on and invested if the business want to make a video go viral well The result from survey also points out the great potential of using video as a core of marketing campaign It is the quick and effective way to spread your brand So, using video with all the fully invested factors above to advertise your products and services are the trend and also the best recommendation for any startup 5.4 Limitation Like so many other researches, though they tried, this research couldn’t avoid certain limitations However, judging from the positive aspects, these limitations in the research lead to other directions for all the next researches with the same topic so they can be easier to achieve and complete The next limitations of this research focus on these next points: The campaign of Dien May Xanh is too successful and in this research, the authors cannot point out what are the things Dien May Xanh need to improve to be more successful in the future Besides, viral marketing and brand awareness are two very wide fields So that, to ensure the deepest research, in viral marketing field, the authors just focus on video, and in brand awareness, the author just study about one of factors that use to track brand awareness: customer interaction on social media Besides, there is still not a report about using video to build viral marketing and brand awareness in Vietnam yet, it is hard to the authors to find information to prove the relationship of them In the study progress, there are not many researches about the factors that make a video go viral Dien May Xanh doesn’t have so many posts or information on their website The number of people who this survey is still small, only 405 responses, and all are living in Hanoi Besides, the time to this research is a bit short so the survey is quite limited The credibility of answers through the survey process is considered In order to have primary data serve for research purposes, survey have been used to collect data Therefore, the honesty in the answer in our survey could not be guaranteed It will lead to uncertainty for the data collected and have significantly affected the outcome of the study 5.5 Recommendation for future research The research is conducted based on cross-sectional basis which the result obtained may not be that representative in long term as to examine customer interaction This research only focus on the cover of Dien May Xanh on social media, while the brand awareness are basing on a lot of other channels From here a new research direction can be opened The researching only focused on direct factors rather than intermediate factors like: timing, culture, promotion, etc It is possible under the impact of intermediate factors, the research’s result may varies and this can be considered the next direction for the research topic The research is also only focus on the people that are using social media and living in Hanoi, so to apply these research’s result to other areas might not be the most suitable options, and the most basic reasons are the psychological habits of each different area ... creation of a new format of word-of-mouth; viral marketing through social media The ultimate goal is to “use consumer-toconsumer communications – as opposed to company-to-consumer communications –... phenomenon viral campaign, outstanding in the so far saturated market and harvested a perfect result: “Dien May Xanh - Ban muon mua TV”, “Biti’s Hunter - Di de tro ve”, “Vodka Ca Sau - Cam xuc... That is the way viral marketing affects customers perception 2.4 Hypothesis and Theoretical model 2.4.1 Hypothesis Based on the definition and theory above, the author applies the virality of a