Marketing viral: Aplicación y tendencias
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mar. 3, 2020
Palabras clave:
marketing viral; redes sociales; boca o boca; marketing digital; bibliometría.
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El propósito de este documento es explorar la estructura intelectual del Marketing Viral, su evolución y tendencias de investigación. Para ello, a partir de técnicas y herramientas de la cienciometría se efectuó un análisis de citaciones, a partir de 188 publicaciones realizadas en el tema, desde el año 2000 hasta el 2020, en la base de datos Web of Science. Este artículo identifica tres subáreas que han emergido de la literatura. La primera enfocada a los factores que generan influencia en la toma de decisiones de los consumidores, cuando se interactúa con el contenido generado por la empresa. La segunda, explora cómo el Marketing Viral se ha visto potenciado a partir de la llegada de las redes sociales. Finalmente, la tercera, estudia el uso de influenciadores como elemento dinamizador de las campañas de este tipo. Este trabajo, explora la intersección entre la disciplina de marketing y el uso de las redes sociales, en especial, como estas últimas son un elemento para la propagación de los mensajes de las compañías y de los consumidores.
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Duque-Hurtado, P., Toro-Cardona, A., Ramírez-Carvajal, D., & Carvajal-Henao, M. E. (2020). Marketing viral: Aplicación y tendencias. Clío América, 14(27), 454–468. https://doi.org/10.21676/23897848.3759
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Citas
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Aria, M. y Cuccurullo, C. (2017). bibliometrix : An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
Aslay, C., Lu, W., Bonchi, F., Goyal, A. y Lakshmanan, L. V. S. (2015). Viral marketing meets social advertising: ad allocation with minimum regret. Proceedings of the VLDB Endowment International Conference on Very Large Data Bases, 8(7), 814–825. https://doi.org/10.14778/2752939.2752950
Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D. y Wallace, M. (2008). The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. Information Systems Research, 19(3), 273–290. https://doi.org/10.1287/isre.1070.0152
Blichfeldt, B. S. y Smed, K. M. (2015). “Do it to Denmark”: A case study on viral processes in marketing messages. Journal of Vacation Marketing, 21(3), 289–301. https://doi.org/10.1177/1356766715573652
Blondel, V. D., Guillaume, J.-L., Lambiotte, R. y Lefebvre, E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics , 2008(10), P10008. https://doi.org/10.1088/1742-5468/2008/10/P10008
Brown, J. J. y Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. The Journal of Consumer Research, 14(3), 350. https://doi.org/10.1086/209118
Buitrago, S., Duque, P. y Robledo, S. (2020). Branding Corporativo: una revisión bibliográfica. ECONÓMICAS CUC, 41(1). https://doi.org/10.17981/econcuc.41.1.2020.Org.1
Camarero, C. y San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292–2300. https://doi.org/10.1016/j.chb.2011.07.008
Chae, I., Stephen, A. T., Bart, Y. y Yao, D. (2017). Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns. Marketing Science, 36(1), 89–104. https://doi.org/10.1287/mksc.2016.1001
Chen, W., Wang, C. y Wang, Y. (2010). Scalable influence maximization for prevalent viral marketing in large-scale social networks. Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD ’10, 1029. https://doi.org/10.1145/1835804.1835934
De Bruyn, A. y Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151–163. https://doi.org/10.1016/j.ijresmar.2008.03.004
Dinh, T. N., Zhang, H., Nguyen, D. T. y Thai, M. T. (2014). Cost-Effective Viral Marketing for Time-Critical Campaigns in Large-Scale Social Networks. IEEE/ACM Transactions on Networking, 22(6), 2001–2011. https://doi.org/10.1109/TNET.2013.2290714
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. y van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291–304. https://doi.org/10.1016/j.bushor.2007.01.004
Dobele, A., Toleman, D. y Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143–149. https://doi.org/10.1016/j.bushor.2004.10.011
D. F. Trejos-Salazar, J. M. Rivera-Álvarez, J. J. Hurtado-Garcés, P. L. Duque-Hurtado “Riesgos en las Microfinanzas: Una revisión y análisis Bibliométrico” Revista de Ingenierías Interfaces, vol. 3, no. 2, pp.1-27, 2020.
Duque Hurtado, P. y Duque Oliva, J. (2020). Marketing digital y comercio electrónico: un análisis bibliométrico. In M. I. Redondo Ramírez, A. M. Barrera Rodríguez, y C. C. Duque Gómez (Eds.), Nuevos modelos de negocio (pp. 74–96). Centro de Investigaciones Facultad de Ciencias Económicas, Administrativas y Contables. http://hdl.handle.net/10901/18463
Duque, P. y Cervantes-Cervantes, L.-S. (2019). Responsabilidad Social Universitaria: una revisión sistemática y análisis bibliométrico. Estudios Gerenciales, 451–464. https://doi.org/10.18046/j.estger.2019.153.3389
Duque, P., Meza Aguirre, O. E., Zapata Lesmes, G. A., & Giraldo Castellanos, J. D. (2021). Internacionalización de empresas latinas: evolución y tendencias. ECONÓMICAS CUC, 42(1). https://doi.org/10.17981/econcuc.42.1.2021.Org.1
Ewing, M. T., Stewart, D. B., Mather, D. R. y Newton, J. D. (2014). How Contagious Is Your Viral Marketing Campaign?: A Mathematical Model for Assessing Campaign Performance. Journal of Advertising Research, 54(2), 205–216. https://doi.org/10.2501/JAR-54-2-205-216
Freeman, L. C. (1977). A Set of Measures of Centrality Based on Betweenness. Sociometry, 40(1), 35. https://doi.org/10.2307/3033543
Gao, C., Du, H., Wu, W. y Wang, H. (2020). Viral marketing of online game by DS decomposition in social networks. Theoretical Computer Science, 803, 10–21. https://doi.org/10.1016/j.tcs.2019.03.006
Godes, D. y Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545–560. https://doi.org/10.1287/mksc.1040.0071
Goyal, A., Bonchi, F. y Lakshmanan, L. V. S. (2010). Learning influence probabilities in social networks. Proceedings of the Third ACM International Conference on Web Search and Data Mining - WSDM ’10, 241. https://doi.org/10.1145/1718487.1718518
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. y Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hernández, D. S. V., Robledo, S., Pinilla, R., Méndez, N. D. D. y Tost, G. O. (2020). SAP Algorithm for Citation Analysis: An improvement to Tree of Science. Ingeniería E Investigación, 40(1), 4. https://dialnet.unirioja.es/servlet/articulo?codigo=7345626
Herr, P. M., Kardes, F. R. y Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. The Journal of Consumer Research, 17(4), 454. https://doi.org/10.1086/208570
Hinz, O., Skiera, B., Barrot, C. y Becker, J. U. (2011). Seeding Strategies for Viral Marketing: An Empirical Comparison. Journal of Marketing, 75(6), 55–71. https://doi.org/10.1509/jm.10.0088
Huang, H., Shen, H., Meng, Z., Chang, H. y He, H. (2019). Community-based influence maximization for viral marketing. Applied Intelligence, 49(6), 2137–2150. https://doi.org/10.1007/s10489-018-1387-8
Iyengar, R., Van den Bulte, C. y Valente, T. W. (2011). Opinion Leadership and Social Contagion in New Product Diffusion. Marketing Science, 30(2), 195–212. https://doi.org/10.1287/mksc.1100.0566
Jankowski, J., Zioło, M., Karczmarczyk, A. y Wątróbski, J. (2017). Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns. Sustainability: Science Practice and Policy, 10(2), 15. https://doi.org/10.3390/su10010015
Kaplan, A. M. y Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253–263. https://doi.org/10.1016/j.bushor.2011.01.006
Kaplan, A. M. y Haenlein, M. (2012). The Britney Spears universe: Social media and viral marketing at its best. Business Horizons, 55(1), 27–31. https://doi.org/10.1016/j.bushor.2011.08.009
Kempe, D., Kleinberg, J. y Tardos, É. (2003). Maximizing the spread of influence through a social network. Proceedings of the Ninth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD ’03, 137. https://doi.org/10.1145/956750.956769
Koch, O. F. y Benlian, A. (2015). Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals. Journal of Interactive Marketing, 32, 37–52. https://doi.org/10.1016/j.intmar.2015.09.005
Long, C. y Wong, R. C.-W. (2014). Viral marketing for dedicated customers. Information Systems, 46, 1–23. https://doi.org/10.1016/j.is.2014.05.003
Marín López, J. C., Robledo, S. y Duque-Mendez, N. (2017). Marketing Emprendedor: Una perspectiva cronológica utilizando Tree of Science. Revista Civilizar de Empresa Y Economía. https://revistas.usergioarboleda.edu.co/index.php/ceye/article/view/923
Mathieu, B., Sebastien, H. y Mathieu, J. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media. https://gephi.org/users/publications/
Nguyen, H. T., Thai, M. T. y Dinh, T. N. (2017). A Billion-Scale Approximation Algorithm for Maximizing Benefit in Viral Marketing. IEEE/ACM Transactions on Networking, 25(4), 2419–2429. https://doi.org/10.1109/TNET.2017.2691544
Ohri, A. (2012). R for Business Analytics. Springer Science y Business Media. https://play.google.com/store/books/details?id=D2Su4qomE4sC
Palka, W., Pousttchi, K. y Wiedemann, D. G. (2009). Mobile Word-Of-Mouth - A Grounded Theory of Mobile Viral Marketing. Journal of Information Technology Impact, 24(2), 172–185. https://doi.org/10.1057/jit.2008.37
Pescher, C., Reichhart, P. y Spann, M. (2014). Consumer Decision-making Processes in Mobile Viral Marketing Campaigns. Journal of Interactive Marketing, 28(1), 43–54. https://doi.org/10.1016/j.intmar.2013.08.001
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D. y Raman, N. (2004). Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333–348. https://doi.org/10.1017/S0021849904040371
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Almeida, M. I. S. de, Costa, M., Coelho, R. L. F. y Scalco, P. R. (2016). “Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site. Review of Business Management, 18(62), 545–569. https://doi.org/10.7819/rbgn.v18i62.2620
Aria, M. y Cuccurullo, C. (2017). bibliometrix : An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
Aslay, C., Lu, W., Bonchi, F., Goyal, A. y Lakshmanan, L. V. S. (2015). Viral marketing meets social advertising: ad allocation with minimum regret. Proceedings of the VLDB Endowment International Conference on Very Large Data Bases, 8(7), 814–825. https://doi.org/10.14778/2752939.2752950
Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D. y Wallace, M. (2008). The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. Information Systems Research, 19(3), 273–290. https://doi.org/10.1287/isre.1070.0152
Blichfeldt, B. S. y Smed, K. M. (2015). “Do it to Denmark”: A case study on viral processes in marketing messages. Journal of Vacation Marketing, 21(3), 289–301. https://doi.org/10.1177/1356766715573652
Blondel, V. D., Guillaume, J.-L., Lambiotte, R. y Lefebvre, E. (2008). Fast unfolding of communities in large networks. Journal of Statistical Mechanics , 2008(10), P10008. https://doi.org/10.1088/1742-5468/2008/10/P10008
Brown, J. J. y Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. The Journal of Consumer Research, 14(3), 350. https://doi.org/10.1086/209118
Buitrago, S., Duque, P. y Robledo, S. (2020). Branding Corporativo: una revisión bibliográfica. ECONÓMICAS CUC, 41(1). https://doi.org/10.17981/econcuc.41.1.2020.Org.1
Camarero, C. y San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292–2300. https://doi.org/10.1016/j.chb.2011.07.008
Chae, I., Stephen, A. T., Bart, Y. y Yao, D. (2017). Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns. Marketing Science, 36(1), 89–104. https://doi.org/10.1287/mksc.2016.1001
Chen, W., Wang, C. y Wang, Y. (2010). Scalable influence maximization for prevalent viral marketing in large-scale social networks. Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD ’10, 1029. https://doi.org/10.1145/1835804.1835934
De Bruyn, A. y Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151–163. https://doi.org/10.1016/j.ijresmar.2008.03.004
Dinh, T. N., Zhang, H., Nguyen, D. T. y Thai, M. T. (2014). Cost-Effective Viral Marketing for Time-Critical Campaigns in Large-Scale Social Networks. IEEE/ACM Transactions on Networking, 22(6), 2001–2011. https://doi.org/10.1109/TNET.2013.2290714
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. y van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291–304. https://doi.org/10.1016/j.bushor.2007.01.004
Dobele, A., Toleman, D. y Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143–149. https://doi.org/10.1016/j.bushor.2004.10.011
D. F. Trejos-Salazar, J. M. Rivera-Álvarez, J. J. Hurtado-Garcés, P. L. Duque-Hurtado “Riesgos en las Microfinanzas: Una revisión y análisis Bibliométrico” Revista de Ingenierías Interfaces, vol. 3, no. 2, pp.1-27, 2020.
Duque Hurtado, P. y Duque Oliva, J. (2020). Marketing digital y comercio electrónico: un análisis bibliométrico. In M. I. Redondo Ramírez, A. M. Barrera Rodríguez, y C. C. Duque Gómez (Eds.), Nuevos modelos de negocio (pp. 74–96). Centro de Investigaciones Facultad de Ciencias Económicas, Administrativas y Contables. http://hdl.handle.net/10901/18463
Duque, P. y Cervantes-Cervantes, L.-S. (2019). Responsabilidad Social Universitaria: una revisión sistemática y análisis bibliométrico. Estudios Gerenciales, 451–464. https://doi.org/10.18046/j.estger.2019.153.3389
Duque, P., Meza Aguirre, O. E., Zapata Lesmes, G. A., & Giraldo Castellanos, J. D. (2021). Internacionalización de empresas latinas: evolución y tendencias. ECONÓMICAS CUC, 42(1). https://doi.org/10.17981/econcuc.42.1.2021.Org.1
Ewing, M. T., Stewart, D. B., Mather, D. R. y Newton, J. D. (2014). How Contagious Is Your Viral Marketing Campaign?: A Mathematical Model for Assessing Campaign Performance. Journal of Advertising Research, 54(2), 205–216. https://doi.org/10.2501/JAR-54-2-205-216
Freeman, L. C. (1977). A Set of Measures of Centrality Based on Betweenness. Sociometry, 40(1), 35. https://doi.org/10.2307/3033543
Gao, C., Du, H., Wu, W. y Wang, H. (2020). Viral marketing of online game by DS decomposition in social networks. Theoretical Computer Science, 803, 10–21. https://doi.org/10.1016/j.tcs.2019.03.006
Godes, D. y Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545–560. https://doi.org/10.1287/mksc.1040.0071
Goyal, A., Bonchi, F. y Lakshmanan, L. V. S. (2010). Learning influence probabilities in social networks. Proceedings of the Third ACM International Conference on Web Search and Data Mining - WSDM ’10, 241. https://doi.org/10.1145/1718487.1718518
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. y Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hernández, D. S. V., Robledo, S., Pinilla, R., Méndez, N. D. D. y Tost, G. O. (2020). SAP Algorithm for Citation Analysis: An improvement to Tree of Science. Ingeniería E Investigación, 40(1), 4. https://dialnet.unirioja.es/servlet/articulo?codigo=7345626
Herr, P. M., Kardes, F. R. y Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. The Journal of Consumer Research, 17(4), 454. https://doi.org/10.1086/208570
Hinz, O., Skiera, B., Barrot, C. y Becker, J. U. (2011). Seeding Strategies for Viral Marketing: An Empirical Comparison. Journal of Marketing, 75(6), 55–71. https://doi.org/10.1509/jm.10.0088
Huang, H., Shen, H., Meng, Z., Chang, H. y He, H. (2019). Community-based influence maximization for viral marketing. Applied Intelligence, 49(6), 2137–2150. https://doi.org/10.1007/s10489-018-1387-8
Iyengar, R., Van den Bulte, C. y Valente, T. W. (2011). Opinion Leadership and Social Contagion in New Product Diffusion. Marketing Science, 30(2), 195–212. https://doi.org/10.1287/mksc.1100.0566
Jankowski, J., Zioło, M., Karczmarczyk, A. y Wątróbski, J. (2017). Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns. Sustainability: Science Practice and Policy, 10(2), 15. https://doi.org/10.3390/su10010015
Kaplan, A. M. y Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253–263. https://doi.org/10.1016/j.bushor.2011.01.006
Kaplan, A. M. y Haenlein, M. (2012). The Britney Spears universe: Social media and viral marketing at its best. Business Horizons, 55(1), 27–31. https://doi.org/10.1016/j.bushor.2011.08.009
Kempe, D., Kleinberg, J. y Tardos, É. (2003). Maximizing the spread of influence through a social network. Proceedings of the Ninth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD ’03, 137. https://doi.org/10.1145/956750.956769
Koch, O. F. y Benlian, A. (2015). Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals. Journal of Interactive Marketing, 32, 37–52. https://doi.org/10.1016/j.intmar.2015.09.005
Long, C. y Wong, R. C.-W. (2014). Viral marketing for dedicated customers. Information Systems, 46, 1–23. https://doi.org/10.1016/j.is.2014.05.003
Marín López, J. C., Robledo, S. y Duque-Mendez, N. (2017). Marketing Emprendedor: Una perspectiva cronológica utilizando Tree of Science. Revista Civilizar de Empresa Y Economía. https://revistas.usergioarboleda.edu.co/index.php/ceye/article/view/923
Mathieu, B., Sebastien, H. y Mathieu, J. (2009). Gephi: an open source software for exploring and manipulating networks. International AAAI Conference on Weblogs and Social Media. https://gephi.org/users/publications/
Nguyen, H. T., Thai, M. T. y Dinh, T. N. (2017). A Billion-Scale Approximation Algorithm for Maximizing Benefit in Viral Marketing. IEEE/ACM Transactions on Networking, 25(4), 2419–2429. https://doi.org/10.1109/TNET.2017.2691544
Ohri, A. (2012). R for Business Analytics. Springer Science y Business Media. https://play.google.com/store/books/details?id=D2Su4qomE4sC
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