TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE SPREAD OF INFORMATION VIA E-MAIL AND VIRAL MARKETING | ||||||||||||
| Autor(es): |
PATRICIA GAENSLY |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 03/FEV/2009 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=13024@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=13024@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.13024 | ||||||||||||
| Resumo: | |||||||||||||
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The objective of this present study is to determine the on-
line behavior of Internet users focusing on the use of e-
mail and the spread of information in order to identify
attributes and characteristics most relevant to a company
with viral marketing strategies. A theoretical base was
built with the use of books, periodicals, Journals and
Internet websites based on concepts such as integrated
marketing communication, digital and viral marketing,
consumer behavior and real on-line cases of viral success.
Data collection was completed with semistructured
interviews to identify motivations of users towards
forwarding e-mails in order to finally apply the results to
viral marketing efforts.
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