How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media
How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media
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ALS 冰桶挑战如何通过社交媒体营销取得病毒般的成果
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
R. Yazdanifard
中科院分区：
文献类型：
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作者：
Agnes Ng May Phing;R. Yazdanifard
在这个数字时代，任何吸引人和有趣的东西都可以在社交媒体的帮助下变成一种趋势或病毒现象，影响并影响大量的人。例如，哈莱姆摇摆模因，Psy的江南风格歌曲，Ylvis的福克斯歌曲和ALS冰桶挑战。本文的主要重点是研究ALS冰桶挑战如何从一群朋友之间的简单挑战变成通过社交媒体一夜之间成功的筹款活动。确定这项冰运动的成功因素是至关重要的，这样它就可以变成可以应用于其他运动的战略，以产生类似的ALS冰桶挑战赛的显着结果。在这篇综述中，通过电子数据库找到的相关期刊文章进行了研究，并与本文的主题相关联。对这些期刊文章的审查结果表明，社交媒体营销、名人影响力、网络口碑现象、病毒式营销和适时营销等五个方面促成了ALS冰桶挑战赛的出色成绩。
In this digital era, anything catchy and amusing can turn into a trend or viral phenomenon with the help of social media, reaching out and impacting a large number of people. For example, Harlem Shake meme, Gangnam Style song by Psy, The Fox song by Ylvis and ALS Ice Bucket Challenge. The main focus of this paper is to study how the ALS Ice Bucket Challenge can turn from simply a dare game among a group of friends into fundraising campaign that succeed overnight through social media. It is vital to identify the success factors of this icy campaign so that it can turn into strategies which can be applied in other campaigns to produce similar remarkable result of ALS Ice Bucket Challenge. For this review, related journal articles which were found through electronic databases were studied and linked to the topic of this paper. The findings from the review of these journal articles suggested five aspects; namely social media marketing, celebrities’ influence, online word-of-mouth phenomenon, viral marketing, and right-timing marketing had contributed to the outstanding result of ALS Ice Bucket Challenge.