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

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F18%3A00104293" target="_blank" >RIV/00216224:14560/18:00104293 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

26th EBES conference - Prague proceedings

ISBN

9786056400278

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

1337-1345

Název nakladatele

Euroasia Business and Economics Society

Místo vydání

Prague

Místo konání akce

Prague, Czech Republic

Datum konání akce

24. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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