Viral internet marketing

The paper describes user behavior as a result of introducing monetization in the freemium educational online platform. Monetization resulted in alternative system growth mechanisms, causing viral increase in the number of users. Given different options, users choose the most advantageous and simple ones for them. System metrics in terms of the K-factor was utilized as an indicator of the system user base growth. The weekly K-factor almost doubled as a result of monetization introduction. Monetization and viral growth can be both competing and complementary mechanisms for the system growth.

The main objective of this paper is to highlight the importance of social networking platforms in viral marketing and the word spoken electronically. The revolution of modern technology with social media platforms offers new opportunities for communication between consumers and marketers. Organizations need to always have a way to stay in touch with customers and achieve this through the platforms of social communication, which is still the first in the world about disseminating information and communication. Therefore, the importance of social communication platforms increased with their impact on customers through the electronic word of mouth and viral marketing. The results of this study provide insights for decision-makers, marketers, and organizations to focus on the social communication platforms and the opinions shared between consumers to stay updated for any comment. It also emphasizes the effectiveness of marketing through social networking platforms, especially if it is a...

The paper describes user behavior as a result of introducing monetization in the freemium educational online platform. Monetization resulted in alternative system growth mechanisms, causing viral increase in the number of users. Given different options, users choose the most advantageous and simple ones for them. System metrics in terms of the K-factor was utilized as an indicator of the system user base growth. The weekly K-factor almost doubled as a result of monetization introduction. Monetization and viral growth can be both competing and complementary mechanisms for the system growth.

Originally published in:
The International Journal of Arts in Society, Volume 6, No. 2, pp. 111-20, available online at: http://ija.cgpublisher.com/product/pub.85/prod.757

The phenomenon of large-scale public art projects has gone viral. From intentional crop circles to illusionistic sidewalk paintings in many of the world’s urban tourist sites to choreographed flocks of sheep and rice paddies planted in imitation and emulation of classical paintings, these projects often reveal a sophisticated degree of communal organization and the expenditure of sometimes vast amounts of human energy and resources. The widespread distribution of videos about these often memetic and mimetic projects on YouTube and other digital media networks means that these projects are familiar to millions around the world and engender others. To what end?

In this article, Dr. Hipólito Rafael Chacón, Professor of Art History and Criticism at The University of Montana (USA), illustrates the rich gamut of projects that are currently documented online. He analyzes how these works resonate with traditions of land-based art known to art history and archeology, specifically how they relate to the land art, pop, and mass culture movements of the last quarter of the 20th century. Most importantly, he shows how their diffusion via electronic media is a revelatory commentary on a new and increasingly global culture.

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Учебно-методический комплекс «Web маркетинг» включает 4 раздела: теоретический, практический, контроля знаний и вспомогательный, которые содержат тезисы лекций для теоретического изучения учебной дисциплины, вопросы и задания для обсуждения на практических занятиях, контрольные вопросы аттестации, учебную программу дисциплины и рекомендуемую литературу.

En la presente investigación se realiza un primer acercamiento teórico sobre las redes sociales haciendo una cronología desde la teoría de grafos hasta las redes sociales virtuales y el marketing viral. Además, integrando la literatura y siguiendo un método estructurado se presenta un diseño metodológico a llevar a cabo para la realización de una investigación aplicada sobre redes sociales virtuales y la viralidad, específicamente qué es lo que provoca que un mensaje se propague en una red social.

Resumo: O presente estudo tem como objetivo fazer uma análise da narrativa de um audiovisual publicitário na internet. Por esse viés, nota-se a relevância dos aspectos da construção narrativa para atrair a atenção de seu público-alvo no ambiente digital. Assim, o presente projeto pretende analisar o vídeo publicitário da marca Heineken “The Cliché”, de 2016, que atingiu mais de 17 milhões de visualizações em sua publicação oficial. É possível considerar certo sucesso nesta campanha, todavia, houve também certas críticas por meio de usuários que descobriram que os personagens do comercial não eram pessoas ‘reais’, mas atores. Desta forma, fica a reflexão sobre a construção narrativa que se esforça em representar o real pela utilização de diversas linguagens. Este trabalho, estabelece um caminho metodológico a partir do referencial teórico de João Carrascoza, Henry Jenkins, Jerome Bruner e Erich Auerbach.

En la presente investigación se realiza muestran los resultados de un estudio exploratorio sobre las redes sociales, el marketing viral y la propagación de mensajes en dichas redes. Además, integrando la literatura y siguiendo un método estructurado se presenta un diseño metodológico llevado a cabo para la realización de una investigación aplicada de tipo cualitativo por medio de grupos focales, obteniendo importantes resultados sobre qué provoca que un mensaje se propague en una red social y sus implicaciones gerenciales.

En: This article proposes a review of the literature, consisting of a presentation of research from three disciplines at the source of the contemporary approach to viral marketing: the sociology of interpersonal relations; word-of-mouth marketing which integrates and adapts the main results of the preceding approach to marketing science; and the mathematical and statistical analysis of networks. In so far as viral marketing is commonly defined as an extension of word-of-mouth marketing to digital technologies and Internet, the main aim of this article is to present in more detail than usual the studies that today are sometimes over-simplified, overlooked or poorly retranslated

Fr: Cet article propose une revue de la littérature, consistant en une présentation de travaux issus de trois disciplines qui sont aux sources de l'approche contemporaine du marketing viral : la sociologie des relations interpersonnelles ; le marketing du bouche-à-oreille qui intègre et adapte les principaux résultats de l'approche précédente aux sciences du marketing ; l'analyse mathématique et statistique des graphes de réseaux. Dans la mesure où le marketing viral est communément défini comme une extension du marketing du bouche-à-oreille aux technologies numériques et à l'Internet, l'objectif principal de cet article est de présenter avec un peu plus de détail que de coutume des travaux qui sont aujourd'hui parfois l'objet de réductions, d'oubli ou de retraductions hasardeuses.

If the growth coefficient (F-Growth) is less than 1, the product cannot grow and loses its user base with all that it implies for the project.
On the other hand, if one achieves the value of the growth coefficient exceeding 1, the product starts growing exponentially. This is the absolute target, when the product team achieves non-paid user base growth. This is necessary for project capitalization which exceeds investments in buying of the user base.

Thus, when creating a freemium product, it is reasonable to market it and check the virality- and retention-related mechanisms using small volumes of the paid-for or attracted in any other way user base, more so since these mechanisms can be assessed statistically and analyzed. Having achieved a positive value of F-Growth, one can mobilize a round of venture investments and advance the product to a major market. In the opposite case, if the project is incapable of increasing its user base, i.e., F-growth < 1, the raised money will be wasted.

"Mintha mindent megírt volna a szerző a digitális médiáról és az azzal érkezett új társadalomról. Ahogy látom, mindent meg is írt, vagy ha nem, én nem jöttem rá, mi az. Hihetetlenül szórakoztató, nagyon jól demonstráló, érdekes példákkal alátámasztott magyarázatok, amiket élmény olvasni. Intellektuálisan izgató könyv!" Heal Edina igazgató, Google Magyarország

"A kötet alapmű a digitális trendek áttekintéséhez és megértéséhez. Egyszerre ad muníciót több szakmának - az IT-tól a marketingig, az üzleti döntéshozástól a felsőoktatás-kutatásig és a művészetig. A szerző átfogó nemzetközi tapasztalatát kamatoztatja példáival és illusztrációival. Az olvasó végül egy hosszabb távon érvényes kötet birtokosa lehet a gyorsan változó trendek világában." Akadémiai Kiadó

A new theory of viral relationality beyond the biological

In this thought-provoking work, Tony D. Sampson presents a contagion theory fit for the age of networks. Unlike memes and microbial contagions, Virality does not restrict itself to biological analogies and medical metaphors. It instead points toward a theory of contagious assemblages, events, and affects. For Sampson, contagion is not necessarily a positive or negative force of encounter; it is how society comes together and relates.

Sampson argues that a biological knowledge of contagion has been universally distributed by way of the rhetoric of fear in the antivirus industry and other popular discourses surrounding network culture. This awareness is also detectable in concerns over too much connectivity, such as problems of global financial crisis and terrorism. Sampson’s “virality” is as established as that of the biological meme and microbe but is not understood through representational thinking expressed in metaphors and analogies. Rather, Sampson interprets contagion theory through the social relationalities first established in Gabriel Tarde’s microsociology and subsequently recognized in Gilles Deleuze’s ontological worldview.

According to Sampson, the reliance on representational thinking to explain the social behavior of networking—including that engaged in by nonhumans such as computers—allows language to overcategorize and limit analysis by imposing identities, oppositions, and resemblances on contagious phenomena. It is the power of these categories that impinges on social and cultural domains. Assemblage theory, on the other hand, is all about relationality and encounter, helping us to understand the viral as a positively sociological event, building from the molecular outward, long before it becomes biological.


Tarde and Deleuze come beautifully together in this outstanding book, the first to really put forward a serious alternative to neo-Darwinian theories of virality, contagion, and memetics. A thrilling read that bears enduring consequences for our understanding of network cultures. Unmissable.
—

Tiziana Terranova, author of Network Culture


Impressive and ambitious, Virality offers a new theory of the viral as a sociological event.
—
Brian Rotman, Ohio State University

The paper describes user behavior as a result of introducing monetization in the freemium educational online platform. Monetization resulted in alternative system growth mechanisms, causing viral increase in the number of users. Given different options, users choose the most advantageous and simple ones for them. System metrics in terms of the K-factor was utilized as an indicator of the system user base growth. The weekly K-factor almost doubled as a result of monetization introduction. Monetization and viral growth can be both competing and complementary mechanisms for the system growth.

Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la com-
munication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent
particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains.
Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la
mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires.
Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques
transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une
décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer
la transgression à la règle.

Whatsapp has taken digital world by storm. People are spending more time on Whatsapp than they actually do on social media. It is a viral medium of sending a message across. As it supports exchange of multi-media, it is a very interactive way of communication. More recently, some enterprising folks are poring over the possibility of using it as a marketing tool. After you overcome the initial shock of considering this possibility, you realize that Whatsapp can indeed make for an effective marketing tool. Digital marketing firms as well as individuals can immensely benefit from Whatsapp marketing.

In How Viral Poems are Annotated: On ‘OCD’ by Neil Hilborn Kila van der Starre explores how, where and by whom viral poems are annotated. The article focuses on the performance of the poem ‘OCD’ by Neil Hilborn that went viral in the summer of 2013 and has been viewed more than 10 million times on YouTube. Researching online poetry performances and annotations can be seen as a new type of literary reception study in the digital age. It shows that poetry in the twenty-first century is a widespread, actively experienced and annotated, transmedia genre in what Henry Jenkins calls ‘convergence culture’ (Jenkins 2006: 2).

The performance of ‘OCD’ triggered a broad array of reactions, including oral, written, creative, analytical, applauding and critical annotations. The video received more than 9,000 comments on YouTube from 130 countries and the poem was translated into at least thirteen languages. People used self-made films with actors, drawings, stop-motion techniques, footage montage and voice-overs to produce adaptations of the poem. Probably the most common annotation to the performance is a video in which a ‘cover’ performance of the poem is recorded; on stage for a live audience, in the original language or in translation, in the US, France, Germany, Servia and more.

The way that Hilborn's poem is transcribed, translated, adapted, remade, remixed and analysed gives us insight into how people experience and understand poetry. Also, the ways in which online and offline annotations coincide give an alternative view on the idea that print and digital media are separate tracks that do not interact. By focusing on different types of annotations Van der Starre explores the ways in which active participants are ‘making meaning’ of the performance. The article shows how emotion, identification, translation, genre, authenticity, analysis and interpretation play a role in the way that people experience and understand the poem.

Judul yang cukup membuat anda penasaran bukan? Cara invite teman like fanpage facebook hanya dengan satu klik. Tidak berlebihan saya menggunakan judul ini. Pada tulisan ini, akan dibahas bagaimana cara cepat mengundang ribuan teman facebook hanya dengan satu klik saja. Penasaran? Ini bukan teknik black hat. Anda tidak perlu khawatir akun anda diblok oleh facebook, karna ini bukan cara yang dilarang. Dengan cara seperti ini, membangun audien fanpage menjadi sangat praktis dan efesien. Kita tidak perlu lagi klik tombol invite satu persatu ketika mengajak ratusan bahkan ribuan teman facebook kita untuk menyukai halaman yang kita kelola. Sebenarnya ada banyak cari lain yang lebih canggih dan licik yang bisa anda gunakan, untuk mendapatkan ribuan likers. Tapi jika anda serius ingin membangun fanpage sebagai media promosi bisnis anda, cara ini merupakan salah satu cara praktis dan legal yang bisa digunakan. Untuk Membangun sebuah Fanpage ada beberapa cara yang bisa digunakanm diantaranya 1. Share konten yang berbobot dan menarik, konten yang berkemungkinan akan viral di media sosial, maka fanpage akan mendapat like dengan sendirinya. Cara ini adalah cara yang paling bagus untuk membangun fanpage.

At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group. 1 Giriş Günümüzde değişimi görebilen ve değişimi kullanabilen işletmeler ayakta kalabilmekte ve rakipleriyle mücadele edebilmektedir. İşletmelerde değişim sadece; rekabet şartlarında kendini üstün kılabilecek yeni stratejiler kullanma ile mümkündür. Bu stratejiler; en son trendler, eğlenceli tanıtımlar, flash mobbingler, gerilla reklamlar ve hatta insanları da farkında olmadan bir anda pazarlamacı konumuna getiren viral uygulamalar vb. farklı fikirlerdir. Gerilla pazarlama ise, ilk zamanlar küçük işletmelerin büyük işletmelere karşı kafa tutabileceği bir yöntem iken günümüzde her işletme için kolaylıkla uygulanabilen bir yöntemdir. Gerilla Pazarlama'nın amacı geleneksel pazarlama ile aynıdır; daha çok satış yaptırmak. Sadece kullandığı yöntem klasik pazarlama yöntemlerinden biraz farklıdır. Bu yöntem, en düşük bütçe ile klasik pazarlama araçlarının sonuçlarının da üstüne çıkabilecek etki oluşturan araçlar bulmaya çalışmaktadır. Bu uygulamalar, çarpıcı, farklı, eğlenceli, unutulmaz olmalıdır. Gerilla pazarlama örneklerine açık alanda, internette veya yaşamın herhangi bir alanında rastlamak mümkündür. Özellikle reklam ajansları tarafından düşünülüp organize edilen bu çalışmalar yaratıcılarının hayal gücü doğrultusunda farklılık göstermektedir. Türkiye'nin turizm sektöründe gerilla pazarlama ve benzeri pazarlamalar özellikle internet üzerinden daha rahat yapılmaktadır. Bu çalışmanın amacı; turizm işletmelerinin satışlarını arttıracak aynı zamanda hedef kitlelerine kolay ve hızlıca ulaşabilmelerini sağlayacak alternatif bir yöntem olan gerilla pazarlama yönteminin akademik alanda ve sektörde bilinirliğini ve bu yöntemin uygulanmasını arttırmayı sağlamaktır.

This thesis consists of a series of extensive projects which aim to explore a new designer role for fashion. It is a role that experiments with how fashion can be reverse engineered, hacked, tuned and shared among many participants as a form of social activism. This ...

Set in a context of ubiquitous digitality, this thesis proposes to examine and conceptualise what is put forward as ‘street smart technology’, a novel assemblage of smartphone based technologies and the street economy in Southeast Asia. In order to delineate this novel form of technology, the study will develop a genealogical case study of two of its archetypes: ‘Grab’ and ‘GoJek’.  Probing into their rearrangements of safety, temporality and mobility in everyday urban life, I argue that these digital ride hailing firms insert themselves into micro-frictions within metropolitan contexts and catalyse a new form of Taylorist industry. This widely emerging form of industry circulates capital and labour in the open streets of urban metropolises, and manifests an inverse trend in the labour markets of developed and developing economies. In Singapore, smartphone based platforms such as Grab and GoJek tend to catalyse the informalisation of labour practices through creating a mainstream precarious alternative to the formal economy, whereas in Indonesia, these platforms tend to formalise various aspects of an already prevalent and highly precarious ‘street economy’. I seek to follow and demonstrate the methodologies of mutual adaptation and constant negotiation of these digital platforms with the ‘street economy’ of Indonesia, proposing that Grab and GoJek’s contemporary pervasiveness in Southeast Asia is due to their ability to consolidate smartphone technology and the street economy into a unique business model. This study draws its methodology and theoretical approach from the disciplines of Anthropology and Political Economy and bridges the scholarship in the fields of Science and Technology Studies and Southeast Asian Studies, targeting to capture the socioeconomic flux and technological innovation underway in Singapore and Indonesia.

In this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Viral marketing has become a promotion tool for marketers in creating awareness of their products (Kusumadjaja, 2014). Viral marketing is a marketing technique whereby the information about the company’s goods or services is passed electronically from one internet use to another medium (Kusumadjaja,2014). Apparently, the effectiveness of viral marketing in achieving its goals in promoting brand and products has become commonly used in Malaysia. This research was accomplished to study the impact of viral marketing through Instagram on consumer brand knowledge of fashion designer clothing line Maatin Shakir. The fashion designer himself, Maatin Shakir, utilizes viral marketing through Instagram platforms to increase consumer brand knowledge regarding his latest clothing line. Therefore, understanding the impact of viral marketing on consumer brand knowledge will help derive the most effective management approaches for the company. A different social
media platform examined is Facebook. Apart from that, the goal for this research is to determine which social media application that most applicable for the company to practice viral marketing in boosting the company sales. Most of the marketers have turned to viral marketing to promote their brands and dive into reputation management as now the area is evolving rapidly (Kusumadjaja, 2014). Therefore, for this research, 100 questionnaires have been distributed to the client of Maatin Shakir which are also the active users of social media applications. The results concluded that the company’s viral marketing activities through social media really have an impact on its consumer brand knowledge.

Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances. The aim of this study is to examine the influence of these conversations in social media on consumers' purchase intentions. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 university students who use social media websites. The results confirm that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors of eWOM in social media that influence consumers' purchase intentions. Theoretical and practical implications are discussed as well as recommendations for further research.

Many of the so called “viral contents” spreading in the social web undeniably deal with a rethoric of irony and parody. The popularity of texts is deeply related to the ability of drawing upon different yet interconnectd practices regarding inter-semiotic translation, intertextuality, transmediality while fostering audiences' playful engagement. A very interesting yet disregarded phenomenon concerns the political use of such tactics of resemantization of pre-existing contents, with some of the most effective protests regarding the ability of non governmental organizations in causing distress to renowed brands.
The article focuses on the evolution of subervertising tactics in the social web domain where parody and remix are largely used to denounce the lack of credibility of international firms. An exemplary case is the Greenpeace's campaign “Everything is NOT awesome” against the contract between Lego and Shell, a very popular and effective protest whose effectiveness is based on the ability to overturn the brand values distorting and remixing copyrighted materials.

This study empirically tests and compares the influence of friends' recommendations on social media and anonymous reviews on shopping websites in the context of online purchase intention. For this purpose, we analyse the impacts of these two platforms based on the components of information adoption model (IAM) which are borrowed as information quality, information credibility, information usefulness and information adoption. We conduct a survey and find anonymous reviews as more influential on consumer' online purchase intentions than friends' recommendations on social media. However, as this result was contrary to that expected, we conduct another study through in-depth interviews in order to enlighten our results found in the first study. In Study 2, we find the reasons why consumers prefer anonymous reviews rather than friends' recommendations. Information quantity, information readiness, detailed information and dedicated information are factors which make shopping websites superior than social media in terms of the impact of electronic word of mouth (eWOM). Academic and managerial implications are discussed.

Social media has been found to have created a paradigm shift in the digital marketplace by giving a new technological face to marketing highlighting the concepts of brand awareness and brand effectiveness. Social media is now the most prominent voice of every stakeholder where communication takes place in the form of posting messages (texts, videos, pictures etc). This phenomenon has lead to the use of such viral spread of messages across social media-platforms, companies have to resort to this mode of marketing to increase their sale of products as well as highlight their brands. In this digital marketplace, emotions are backing every activity of the users leading them to like or dislike, share or not to share, in the form of messages and thus such viral spread of messages are evoking, influencing and shifting public opinions on everything from political parties ,corporate reputations, brands ,products etc. It is important to know and understand how emotions and content makes these messages go viral and take the form of the word of the mouth phenomenon. In-depth interviews with the college-going students (18-22) are conducted to explore the relationship between emotions and social media that get converted into word of the mouth phenomenon. The results helped generate a Emo-Cog (emotion-cognition) induced decision tree model which the generation Y consumers frequently use whenever they are connected to people in the social media that aids them in the decision making process. The discussion section would unveil future avenues where emotions in the social media can facilitate digital marketplace users to bring to better marketing strategies and improve upon their brand value effectiveness.

The main objective of this paper is to highlight the importance of social networking platforms in viral marketing and the word spoken electronically. The revolution of modern technology with social media platforms offers new opportunities for communication between consumers and marketers. Organizations need to always have a way to stay in touch with customers and achieve this through the platforms of social communication, which is still the first in the world about disseminating information and communication. Therefore, the importance of social communication platforms increased with their impact on customers through the electronic word of mouth and viral marketing. The results of this study provide insights for decision-makers, marketers, and organizations to focus on the social communication platforms and the opinions shared between consumers to stay updated for any comment. It also emphasizes the effectiveness of marketing through social networking platforms, especially if it is a piece of information or advertising among consumers. This study will contribute to the development of broad lines for the future to help decision-makers in marketing plans and strengthening academic literature in this field.

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El uso de las redes sociales en internet, para la difusión y apoyo de los candidatos a puestos de elección popular, ha crecido de manera importante en México. La presente investigación se centra en el estudio de la dinámica social que generan los hashtags (etiquetas) de la red social llamada Twitter. Los hashtags se han definido como canales de agrupación para la discusión o debate de temas de interés público. Se analizarán tres hashtags de discusión general que fueron emitidos después de haberse realizado un debate entre los candidatos de dichas elecciones. El presente trabajo propone un modelo de análisis para determinar, si las cuentas de Twitter de los candidatos que aparecieron en las estructuras de las redes generadas, en torno a cada hashtag analizado, tuvieron una participación (menciones) con una dinámica social real, o si fueron impulsadas por estrategias de manipulación mediante posicionamiento digital; además se realizara un análisis de correlación lineal entre las métricas de influencia y centralidad de las cuentas (nodos) y el porcentaje de votación alcanzado por cada candidato. El modelo se complementa con un análisis de contenido para determinar la opinión de los tweets sobre los candidatos. En la actualidad la legislación electoral mexicana plantea reglas, lineamientos y criterios para las encuestas como medio de inferencia de la opinión pública; frente a los nuevos medios sociales digitales hay un reto legislativo, ya que también se intentan utilizar como medio de manipulación sobre las tendencias de opinión pública.

Özet Yaşam biçiminin reklama dair etkilerini ele alan bu makalede, dijital toplumun bir ürünü olan Z kuşağının yeni reklam biçimlerine yönelik algılarını ortaya koymak amaçlanmıştır. Bunun için eğlence reklamları olan viral uygulamalar ele alınmıştır ve Z kuşağının bu uygulamalara olan yaklaşımı derinlemesine görüşmelerle analiz edilmiştir. Araştırmada Z kuşağından seçilen ör-neklemin, viral uygulamaları reklam olarak değil, bir eğlence ögesi olarak algıladığı ve viral uygulamaların, marka tanınırlığını arttırma ve hedef kitle ile duygusal bağlantı oluşturma konu-sunda etkin bir rol üstlendiği görülmüştür. Sonuç olarak bu makalede, viral reklamların Z kuşa-ğıyla markanın arzuladığı etkileşimi gerçekleştirilebileceğine yönelik güçlü kanıtlar elde edilmiş-tir.

Utenti, media, professionisti e studiosi della comunicazione parlano sempre più insistentemente di “viralità”, con riferimento alle pratiche online e, in particolare, ai social network. Icasticamente metaforica, tale folk category è, però, priva di valore euristico, poiché si limita a descrivere ciò che accade ai testi che le vengono ascritti, senza dirci nulla sulla loro natura e sul loro funzionamento: “infettano” i discorsi sociali, si diffondono rapidamente e trasversalmente, “a macchia d’olio”, in maniera incontrollabile. Ma come sono fatti? Quali caratteristiche presentano? Come vengono generati? Come si diffondono? Come vengono utilizzati? E che effetti hanno su chi li usa? Individuano forse una classe omogenea? Il volume, punto di arrivo di un percorso delineatosi a partire da una manciata di anni a questa parte e, si spera, punto di partenza per un avanzamento degli Internet studies in seno agli studi semiotici, e viceversa, si pone come obiettivo di dare risposta a queste e altre domande su quello che pare profilarsi come il principale meta–macroregime discorsivo della comunicazione contemporanea. La nozione di viralità viene messa a fuoco e a nudo, onde poterla mettere in discussione e superare, tratteggiando le possibili linee guida di una “epidemiologia del senso”: uno studio rigoroso dei sistemi di significazione che sovrintendono alla creazione, trasformazione e propagazione dei contenuti “di cui parliamo tutti” sulla Rete.