Öppet eller dolt? : En studie om viral marknadsföring på Youtube

Abstract Purpose The purpose of this thesis is to examine the Swedish students’ habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys. The surveys collected quantitative information. Then the information was summarized and analyzed giving consideration to validity and reliability and compared to prior scientific research. The study was then reviewed to determine ways to replicate it with alternative methods.Result and conclusion The authors found that it was not a big difference in the spreading behavior of the consumers in terms of open versus hidden viral videos. The study shows that the companies should rather go with open viral videos because they will gain more brand exposure. If they use hidden videos they will have to be very careful when they construct the video, otherwise the customer might miss the connection between the plot and the brand or product. The study also concludes five important factors to make a Youtube-video go viral. Humor is the most important followed by unexpected events, exceptional talent, shocking events and excitement.Keywords: Viral marketing, Youtube, Product placement, Stealth marketin