IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-319-21990-5_4.html
   My bibliography  Save this book chapter

Online Advertising and Viral Campaigns

In: Social Media Management

Author

Listed:
  • Amy Van Looy

    (Ghent University)

Abstract

This chapter focuses on two possible social media initiatives to execute a social media strategy, namely, online advertising and viral marketing campaign. The chapter does not intend to elaborate on the general marketing-related aspects of ads and campaigns, but clarifies the elements typical to an online context. Regarding online ads, the chapter particularly explains the different pricing models and the bidding process. Besides tips and trips for starting and monitoring online ads, the reader learns about legislation related to online privacy and cookies for enabling personalized or targeted ads. The problem with online advertising is, however, that an abundance of ads can lead to people who try to avoid ads or who become blind for ads. Hence, the chapter explains how viral campaigns can be a solution to ad avoidance or ad blindness by relying on mouth-to-mouth communication. Finally, tips and tricks are given for viral marketing campaigns.

Suggested Citation

  • Amy Van Looy, 2016. "Online Advertising and Viral Campaigns," Springer Texts in Business and Economics, in: Social Media Management, chapter 4, pages 63-85, Springer.
    • Handle: RePEc:spr:sptchp:978-3-319-21990-5_4
    DOI: 10.1007/978-3-319-21990-5_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-319-21990-5_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.