• International Journal of Advanced Culture Technology
• /
• v.8 no.2
• /
• pp.146-158
• /
• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.257-274
• /
• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• Asia Marketing Journal
• /
• v.24 no.2
• /
• pp.62-77
• /
• 2022

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded influencer draws an inverted U-shape, indicating influencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows that the negative marginal impact coming from the huge number of followers can be attenuated when the influencer is an expert of the seeded product.