Samenvatting

Relatively new computerized media (new media) such as mobile telephony and Internet have given lead to the surfacing of new marketing methods. One of these techniques is viral marketing, which aims to encourage the distribution of marketing messages between individuals via digital channels. Its potential is easy to appreciate as the levels of connection between human beings have greatly risen since the emerging of new media at the end of the 20th century. It is however, particularly because of this newness and due to the rapid pace of advancement that time has allowed only for a somewhat limited research on the effects of viral marketing. What is more, information is particularly rife if focussed on the effects it sorts on a specific group.
This paper will try to act on this gap in knowledge, by shedding light on the results of viral marketing in relation to secondary school juniors. This is attempted by conducting both primary and secondary research. The primary research comprises a survey in the form of a questionnaire among a total of 248 secondary school juniors in multiple countries. Furthermore, interviews have been conducted with 3 of these youngsters in order to obtain more profound results regarding their handling of viral marketing. In order to limit the lines along which this paper will run, 4 popular mediums within the Internet have been selected to analyze, notably 1. Instant messaging, 2. Forums, 3. Social networking websites and 4. Videos
By coupling the results of this papers research to literature already in existence the following can be concluded concerning the target group. Firstly, viral marketing seems to have a strong impact on image, brand awareness and the consumption of free online services. The actual purchase of a good or service after electronic word of mouth however, is significantly less common. Secondly, not all mediums are found to be equally trustworthy. Due to the importance of ones relationship with the distributor and his or hers perceive, Instant messaging and forums are considered to be the most reliable platforms. Thirdly, this paper finds that marketing messages strongly catering to the emotions secondary school juniors are much more likely to be spread than other sorts of content.
These findings provide further insights in the effects of viral marketing in relation to secondary school juniors and possibly teenagers as a whole. Furthermore, this paper can act as a justification for marketers to engage in viral marketing. On top of that, it can provide them with data that be of can use when targeting youths online.