Thesis

P OL YT E CHNI C UNI VE R S I T Y OF T HE P HI L I P P I NE S
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CHAPTER I
THE PROBLEM AND ITS BACKGROUND

Introduction
Viral marketing describes any strategy that encourages individuals to pass on
a marketing message to others, creating the potential for exponential growth in the
message's exposure and influence. It also refers to marketing techniques that uses
pre-existing social networks to increase the brand or product awareness or to
achieve other marketing objectives (such as product sales) through self-replicating
viral processes, analogous to the spread of viruses or computer viruses. It can be
delivered by word of mouth or enhanced by the network effects of the Internet. Viral
marketing may take the form of video clips, interactive Flash games, advergames,
EBooks, brandable software, images, or text messages.
(http://philipkotler2013.blogspot.com/). A company will try to get a product or service
seen by as many people as possible by marketing it to the target market. The
American Marketing Association (AMA: 2012) define marketing as, Marketing is the
activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and
society at large. The definition states the fact that there could be a lot of parties that
might be interested in a specific product or service. Although viral marketing-- which
is simply passing on a message has been around for a long time, the term viral
marketing was not given until 1997, when Jurvetson came up with the expression to

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portray Hotmails unique and innovative marketing ways. Viral marketing can be
defined as, Viral marketing is a strategy that is geared towards making awareness
about company products and services that is being catered to a specified range of
people. It primarily employs the word-of-mouth method to propagate the presence of
the company and the existence of the products and goods. It can also employ the
use of other marketing tools like giving away free gifts and free downloadable
programs to entice people. (Allen 2008: 35)However, the above definition is a bit
long, and though it covers all aspects of viral marketing, it can be condensed to
more compressed information. Another definition to be considered is: Viral
marketing is the process of clearly defining the marketing methods on how to
persuade and encourage other people to carry and pass on the message to the rest
of the people across the whole internet area. (Allen 2008: 35).Although viral
marketing is mainly conducted over the internet, it would be unfair to say that it is
the sole way to communicate. Viral marketing is a relatively new term, which peaked
in the late 1990s. Allen (2008: 60) states that viral marketing started with the
premise that people, not necessarily consumers, pass on or tell other person about
a certain product. This could be both positive and negative issues. The main
intention of viral marketing is to generate awareness of a specific product within the
target market and to potential customers. This concept has been around for
decades; people usually have face to face conversations and messages would
spread from companies by word of mouth. It can be done both consciously and
subconsciously. Viral marketing tends to be associated with the internet; web 2.0-

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mainly social networking sites such as Facebook and Twitter. The final main factor
of the rise of viral marketing is the growth of YouTube. It would appear that the
concept of viral marketing has become accepted in many ways since the
introduction of web 2.0, as this enables a huge amount of people to see one
message, and easily pass on to other group of people. It may be impossible to
reach the same number of people by just using word of mouth/ face to face method.
Wilson (2005) stated that there were six main elements of a viral marketing strategy,
which will be covered later on. Wilson (2005) stated that there are 6 elements of a
viral marketing campaign, these are: (1) Gives away products or services, (2)
Provides effortless transfer to others, (3) Scales easily from very small to very large,
(4) Exploits common motivations and behaviors, (5) Utilizes existing communication
networks, and (6) Takes advantage of others resources. By considering the points
above, it is clear that viral marketing has expanded along with the internet and Web
2.0 applications. Many of the viewpoints are made possible and simple with the
internet; especially social networking sites. The section below will expand more on
these points whilst giving examples of viral marketing campaigns. However,
because of the advancement of users on the internet, social networks & YouTube, it
has had a major effect with regards to Wilsons elements. It can make a video go
viral unintentionally, and could make it more difficult to create a purpose-made viral
video. As consumers arent looking for the same thing as originally believed. Many
of the videos will have an element of humor along with surprise, as well as
something innovative- a talking or sharing point.

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(http://newtrendsinmanagement.wikispaces.com/Viral+Marketing+and+Social+Netw
orking+Sites)
Viral marketing is the goal of many companies looking to leverage the social
media space to promote their products. Defined as piece of content generated by a
person or business that inspires consumers to eagerly share it with their expanded
social circle, viral marketing can help build brand recognition instantly but is
easier said than done. Viral marketing can be important in launching a new product
by getting your brand in front of a large potential market quickly. A YouTube video
costs a fraction as much as a TV commercial, but if it inspires people to share your
message it can have a major impact on brand recognition. Kraft, for example, used
viral marketing to successfully launch its MiO brand of liquid water enhancer. Twitter
and Facebook are among the other social media tools that allow users to share
content, and are useful in bringing up peoples attention. A viral campaign isnt the
place to tell your audience every single detail of your product or service, even if it's
their first exposure to what you're selling. Instead, it should generate a reaction
quickly and easily, such as laughter, surprise or shock. If you already have a strong
online presence, seed it with your biggest fans first to get them spread the word for
you. Its not an ideal marketing strategy to just post your products viral marketing
video on YouTube and expect for asuccess. Consider placing ads linking to the
video on search engines, with the ads showing up when users search terms relating
to your product, such as stain removal for a dry-cleaning service. Companies may
be tempted to make the new products attributes, the centerpiece of a viral

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marketing effort, but if thats the star of the show it usually falls flat. Before you
design your campaign, assess what causes you to click on a video or forward a link,
and ask those in your company or social circle with experience in social media for
their thoughts or opinions. Would you click on a video because it promised to be the
best tongue cleaner on the market? Probably not. But Orabrush found success with
viral marketing by making a giant human tongue, the star of the show, which did
things like compete against little league football players on YouTube. Its important
to build in metrics to let you know if your campaign is going viral, and if its having
the desired effect on brand awareness. Views, likes, re-tweets, number of shares
and other basic measures could bethe starters, but find ways to expand that to
something more substantial to your campaign goals. Perhaps, offer a free sample of
your product as part of the campaign, and measure how many people would fill out
the request form forthe free sample. Or have the clicks take users to a landing page
on your own site and measure how many are willing to engage themselves on your
page. The biggest risk isnt the possibility that a campaign will fall flat, but the loss of
control that a viral marketing campaign necessitates. When customers pass along
your viral marketing efforts, they do so on their terms, not yours. You might turn off
customers as well as win them -- but you also may find your users see selling points
that you never thought of. (http://smallbusiness.chron.com/importance-viral-
marketing-launching-new-product-68291.html)


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Background of the Study
Viral marketing is a widespread promotional strategy used by the marketing
practitioners and companies nowadays. But still, there are a lot of consumers who
are not aware of it. They keep on asserting that they are not apprehensive of this
kind of promotional strategy, without knowing that they are practicing and
encountering various examples of this every day by simply accessing the Internet.
Therefore, we would like to know how aware the respondents are in terms of viral
marketing as a form of promotional strategy.
The purpose of this study is to find out the level awareness of Second Year
and Third Year Marketing Students of Polytechnic University of the Philippines
School Year 2013-2014 in the Viral Marketing as a Form of Promotional Strategy,
specifically to find out the profile of the respondents in terms of awareness to viral
marketing, age, gender, and year level, the level of awareness of the respondents to
Viral Marketing as a form of promotional strategy in terms of source, uses, personal
impression, advantages, and disadvantages, and also if there is a significant
difference between the level awareness of the respondents when they are grouped
according to profile.


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Conceptual Framework

PROCESS INPUT OUTPUT

Level of awareness
towards Viral
Marketing

Recommendation
and
Conclusion

1. Profile

1.1 Age
1.2 Gender
1.3 Year Level

2. Awareness to Viral
Marketing in terms
of:

2.1 Mind
Awareness
2.2Sources
2.3 Uses
2.4Personal
Impression
2.5 Advantages
2.6 Disadvantages

Literature research
(Related Researches)

Data processing and
consolidation

Data analysis and
interpretation

FEEDBACK

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Statement of the Problem
This research study aims to find out the level awareness of Second Year and
Third Year Marketing Students of Polytechnic University of the Philippines School
Year 2013-2014 in Viral Marketing as a Form of Promotional Strategy.
Specifically, the study sought to answer the following:
1. What is the profile of the respondents in terms of:
1.1 Awareness to viral marketing
1.2 Age
1.3 Gender
1.4 Year level
2. What is the level of awareness of the respondents to Viral Marketing as a form
of promotional strategy in terms of:
2.1 What comes first into mind upon hearing Viral Marketing
2.2 Source
2.3 Uses
2.4 Personal Impression
2.5 Advantages
2.6 Disadvantages
3. Is there a significant difference in the level awareness of the respondents
when they are grouped according to profile?


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Hypothesis of the Study
There is no significant difference between the levels of awareness of the
respondents when they are grouped according to profile.
Significance of the Study
This study was anticipated to contribute additional information to serve the following
individuals and institution:

Business Market: This study will be beneficial in terms of making strategy in
promoting or introducing products and services they offer. This strategy will help
new business in starting to promote their business because it does not need large
capital.

Consumers: This study will help them gain and improve knowledge about the latest
on products thus making them more smart and wise consumer
.
College of Business Faculty: This will enlighten their awareness that teaching this
strategy will be beneficial not only for them but also for their student who will go to
enter the business world.

Students: This study will contribute to marketing students relevant information
about viral marketing strategy. This also helps to prepare student for careers in
marketing and to make them ready when they enter the business world.

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Definition of terms
For better understanding and interpretation of this study, the following terms are
operationally defined:

Advertising. It is the act or practice of calling public attention to ones product,
service and need especially by paid announcements in newspapers and magazines,
over radio or television and even on billboards.

Blog. It is a website that contains an online journal with reflections, comments and
often hyperlinks provided by the web page writer.

Blogger. It is the person who writes a blog.

Buzz Marketing. It is a term used in Viral Marketing. It is the interaction of the
consumers and users of a product or service which serves to amplify the original
marketing message.

Clutter. Itrefers to the large volume of advertising messages that the average
consumer is exposed to on a daily basis.

Content Marketing. It is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers.

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email or Electronic mail. It is a system of sending written messages electronically
from one computer to another.

Guerilla Marketing. It is an advertising strategy in which low-cost unconventional
marketing tactics are used to yield maximum results.

Low-end. This refers to the product and services with low quality.

Memes in photos and images. It refers to the manipulated photos of any
individual, things and places made by netizen with random or content less
information.

Netizen.It is a portmanteau of the English words citizen and internet. It is the word
used to call a user of Internet, especially a habitual or avid one.

Online Marketing. It refers to advertising and marketing efforts that use the web
and email to drive direct sales via electronic commerce.

Promotion. The coordinated efforts initiated by the seller to establish channels of
information and persuasion to foster the sale of goods or services, or the
acceptance of ideas or points of view.


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Promotion Mix. It relates to the marketers efforts to make the product or services
actually move through the marketing channels and to the target market.

Promotional Strategy. The element of a firm's decision-making concerned with
choosing the most appropriate mix of advertising, sales promotion, personal selling
and publicity for communication with its target market.

PUP. Polytechnic University of the Philippines.

Redundancy. It refers to the act of using words, phrases, ideas, and others that
repeats something else and is therefore unnecessary.

Respondents. 2
nd
and 3
rd
year Marketing Management Students.

Social Media. It refers to the process of gaining website traffic or attention through
social media sites.

Social Media Marketing. It refers to the interaction among people in which they
create, share and/or exchange information, and ideas in virtual communities.


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Social Networks. It is an online community of people with common interest who
use a website or other technologies to communicate with each other and share
information and resources.

Viral Marketing. It is a marketing strategy that focuses on spreading information
and opinions about a product or service from person to person, especially by using
unconventional means such as the Internet or e-mail.

Web. It is a system of interlinked hypertext documents accessed via Internet. With a
web browser, one can view web pages that may contain text, images, videos, and
other multimedia.

Word-of-mouth. It is the passing of information from person to person by oral
communication, which could be as simple as telling someone the time of the day.

Word-of-Mouth-Marketing. It is the most incredible form of advertising because
promoters dont stand to gain anything personally by recommending the product
and even willing to stake their own reputation on the line.


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Scope and Delimitations of the Study
The study focused only on level of the knowledge and awareness ofthe Second
Year and Third Year Marketing students of Polytechnic University of the Philippines,
school year 2013 2014, in Viral Marketing as a Form of Promotional Strategy. This
was done to look into the social interpretation and consciousness of the chosen
respondents. Also, to initially determine the possible advantages and disadvantages
they thought would be derived from Viral Marketing. Advantages and disadvantages
are intentionally not discussed and assessed in this study to concentrate or to
mainly measure the consciousness of young marketers about the widespread use of
the Viral Marketing to its possible consumers and how they perceive this method as
a Promotional Strategy.
Only 147 sophomore and 153 junior students from Marketing Department were
involved in the study. The questionnaires were administered in the month of
February, 2014 and were selected through random sampling.
No attempt was made to compare or correlate this study with any other form of
Promotional Strategy.


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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES

FOREIGN LITERATURE
According to Konzinets, Viral Marketing is the intentional influencing of
consumer-to-consumer communication by professional marketing techniques. It is
also otherwise known as word-of-mouth marketing (WOMM), buzz marketing and
guerilla marketing.
According to Wilson, Viral Marketing can be describe as any strategy that
encourages individuals to pass on a marketing message to others, to create the
potential for exponential growth in the messages exposure and influence.
As Clifford-Marsh and Readon stated, VM in social networks started with
videos being posted on YouTube. For example, the chicken viral video by Burger
King in 2004 received over 20m hits. However, these days VM campaigns are more
integrated campaigns that are tied to other more traditional forms of media. For
example, the campaign for the movie The Dark Knight incorporated billboards,
commercials, social networks, and fake websites; email blasts, online puzzles etc.
The movie grossed over $1bn worldwide.
It seems to be the case that the presence of millions of consumers on social
networks, who also share their experiences and views on brands they like or dislike,
presents a unique opportunity to the marketers to not only understand the

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customers perspective of their brands, but also to influence their perceptions quite
rapidly using viral marketing concepts.

Advantages/Disadvantages of Viral Marketing
There are many advantages to viral marketing for businesses. Individuals
who write about businesses (in blogs or chat rooms) create free advertising as they
do it of their own accord. When compared to the costs of traditional marketing and
promotional techniques (which could be hundreds of thousands of pounds for some
high profile businesses) it is clear that viral marketing would save them a
considerable amount of money.
It is therefore apparent that creating websites that attract customers would
cost much less than a television advert, with cost-per-click being too small to
denominate, and can reach the same amount or even more people. This is why, as
Business Link (2008) state, viral marketing is effective for small businesses as it can
enable them to reduce their customer acquisition and distribution costs by nearly
thirty percent, and increase the average order size by up to sixty percent. One
reason why viral marketing can do this is that customers dont feel like they are
being sold to. They therefore dont feel that anyone is out to con them, especially if
theyve read recommendations from a friend or acquaintance about that particular
company. This is supported by the findings of a study by surveymonkey.com who
states that viral marketing, through social network sites for example, gives the
customer control rather than being in a company controlled environment.

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The low cost of social media marketing and the potential to reach and
influence millions of people through personal recommendation seems to be a very
lucrative option for marketers. However, if not managed properly, such campaigns
also have the potential to get out of hand very quickly and become unmanageable.
Marketers need to keep this mind and take a balanced approach.

The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for
free
One of the coolest things about the Web is that when an idea takes off, it can
propel a brand or company to seemingly instant fame and fortune. For free.
Whatever you call itviral, buzz, word-of-mouse, or word-of-blog marketing
having other people tell your story drives action. One person sends it to another,
then that person sends it to yet another, and on and on. The challenge for
marketers is to harness the amazing power of word-of-mouse. I hope this e-book
helps you learn about other peoples success so you can apply some of their ideas
and lessons in your own word-of-mouse efforts. As you will learn, the formula for
success includes a combination of some greatand free Web content (a video,
blog entry, interactive tool, or e-book) that provides valuable information (or is
groundbreaking or amazing or hilarious or involves a celebrity), plus a network of
people to light the fire and links that make your content very easy to share. You and
I are incredibly lucky.

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For decades, the only way to spread our ideas was to buy expensive
advertising or beg the media to write (or broadcast) about our products and
services. But now our organizations have a tremendous opportunity to publish great
content onlinecontent that people want to consume and that they are eager to
share with their friends, family, and colleagues.
Word-of-mouse is the single most empowering tool available to marketers
today. I wrote this e-book so you can take advantage of the power of viral marketing
too. In it, I share ideas that will help you create your own viral marketing strategies
and campaigns. These are the new rules Ive used to create marketing programs
that have sold more than a billion dollars worth of products and services worldwide.
(Scott, 2008)

Viral Marketing Communication-A study on consumer perception and
response
Advancements in communication technology have given rise to the evolution
of a new electronic form of word-of-mouth Viral marketing communication (VMC).
VMC is a form of marketing tactic which encourages individuals to spread a
marketing message to others by means of the internet. Currently, VMC is still
considered to be at a premature phase of development, therefore information about
its behavior and magnitude has yet to be clearly set upon and determined. In
addition, limited research has been done on consumer perception and response to
such marketing techniques (Xavier et al. 2009).

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A Descriptive Viral Marketing Model
The solutions to successful viral marketing campaigns must include some
vital parts, which (1) engages the users, (2) rewards them and have a (3) social
factor. It is all about high and low integration before when it comes to customer
engagement and these terms can be applied to both the social aspect and the
rewarding aspect of the model as well. By using different integration levels this will
show what the campaign is able to offer the customers in terms of engagement,
rewards and the social factors, and also to what extend the levels can be utilized in
the campaign. These integration levels are divided into three: low, mid or high,
based on a list of criteria that is explained within each factor where a high
integration level is preferred. To achieve a high integration level a campaign must
include most of the criteria mentioned in each of the factors. The integration level is
considered as mid if these criteria are met but are not used frequently or well
enough to earn a high integration level. Also, if only some of the criteria are met, the
integration level is considered mid. If none or very few of the criteria are met. By
building a campaign around these terms we believe it has great prospects to
achieve a viral spread (Odn et al. 2011).

Social Media and Its Implications for Viral Marketing
In the past few years most of the companies are using traditional media in
promoting products but as time pass by it was changing. Like when the social media
was being used to promote products and services. Recent studies show that the

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corporate adoption of social media by the fastest growing US corporations is now at
record pace (Barnes 2008:74). Yet, because of the novelty and potential
effectiveness of Web 2.0, some marketers may be enticed to prematurely rely on
social media in promotional plans (Miller et al.)

Social Medias Viral Marketing Potential
Viral marketing, also known as word-of-mouth (WOM) or buzz marketing, is
the tactic of creating a process where interested people can market to each other
(Subramahi&Rajagopalan, 2003, p.1). In this age of user-generated media, social
media is not merely a marketing channel, it facilitates WOM. While Web 2.0 media
presents communications and sales opportunities for marketers, it brings with it a
potential and worrying lack of control of marketing messages.
There are considerable and popular expectations that social marketing
applications can result in extremely effective marketing. For example, Fisher (2009)
concluded that of the 70 percent of consumers who had visited a social media site
to get information; 49 percent of these customers made a purchase decision with
this information they found and 60 percent of the respondents in the study said they
are likely to pass on information they find online.
Success in viral marketing hinges upon understanding the nature of
knowledge-sharing and persuasion by influencers and responses by recipients in
online networks (Subramani&Rajagopalan 2003, p.4). Online influencers should be
viewed as knowledgeable helpers in the social network rather than as mere agents

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of the marketer. Schemes that make overt attempts to co-opt users to promote
products and services may upset the status quo and reduce the effectiveness of the
marketing approach to the detriment of both the marketer and users who may have
benefited from the knowledge-sharing acts of influencers (Subramani&Rajagopalan
2003, p.5). Specifically, a key issue facing marketers is the source-credibility of
online actors. Readers of user-made commentary typically evaluate the opinions of
complete strangers, and often readers are aware of this. A proxy for individual
credibility should be identified in marketing campaigns (Brown, Broderick & Lee
2007, p.7).

Nothing is guaranteed to go Viral
As of today most of us knew that viral marketing is very useful strategy most
especially in promoting product and services. But on the back of it we dont know
that engaging in viral marketing is also taking risk. How did we say that? Because
some organization when they set to go out viral, the vast majority of their campaigns
fail (Scott, 2008 p. 16).
It is virtually impossible to create a Web marketing program that is guaranteed
to go viral; it requires a huge amount of luck and timing. Thats an important point to
remember as you work on viral marketing ideas, because its unlike the old-rules,
numbers-based marketing techniques youre probably used to (Scott, 2008 p.16).


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CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the method of research used, population and description
of the respondents, the venue or location where the research took place, sample
size and sampling technique, research instrument, data-gathering procedure and
statistical treatment used in validating and interpreting data.

Method of Research
The descriptive method, particularly the survey, was used to achieve the
objectives of this study entitled The Level of Awareness of Second Year and Third
Year Marketing Students in Viral Marketing as a Form of Promotional Strategy."
Descriptive method (Sospeter, 2007) is designed for the research to gather
information about present existing conditions. According to Asenjo (2008), the main
objective of the descriptive method is to describe the nature of a situation as exists
at the time of the study and to explore the causes of particular phenomena. This
method seeks to describe the current condition, which in this study was the level of
awareness of the selected sophomore and junior students towards Viral Marketing
to promote a product and their perceived benefits and inconvenience of this
strategy.


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Population, Sample Size and Sampling Technique
According to the Junior Marketing Executives, there are 561 sophomore
students and 586 junior students that were enrolled for the second semester of the
academic year 2013-2014 under the Department of Marketing Management (DM),
College of Business of the Polytechnic University of the Philippines. Slovins formula
was used to determine the sample population of the respondents yielding to the
figures of 297. For the equal and random distribution of the sample population, the
researchers intentionally got the 300 respondents. The target population consisted
of 300 marketing students of the said department. This target population was
considered quite few; hence, the researchers opted to involve all 300 marketing
students in the research as respondents. Samples produced were proportionately
disseminated inthirteen sections of the chosen year levels based on the total
number of participants of this study.
Slovins Formula:
n = N/1 + N (e)^2
Where:
n = sample size
N = total population
e = marginal error
N = 1147
e = .05
n = 297

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Description of Respondents
Researchers decided to choose second year and third year students from
each section of the Department of Marketing Management under College of
Business at Polytechnic University of the Philippines during the Academic Year
2013-2014.All the respondents were enrolled in the second semester of the same
academic year taking up Bachelor of Science in Business Administration, Major in
Marketing Management.

Research Instrument
The structured-questionnaire, wherein the researchers prepared a list of
questions in a predetermined order, was used as the primary data-gathering tool in
order to collect information about the level of awareness about Viral Marketing of
the selected second year and third year students of the Department of Marketing of
the College of Business of the Polytechnic University of the Philippines during the
academic year 2013-2014. The structured-questionnaire has two parts. Part I
contains the profile of the respondents including their gender, age, and year level.
Part II includes the respondents awareness towards viral marketing. It includes the
first word that comes into their mind when they hear the word viral marketing,
sources of viral marketing, advantages of it, disadvantages and the respondents
personal impression towards viral marketing. The research instrument was validated
by two experts, Dr. Arturo Caras, a faculty from the College of Business, Sir Allen
Carreon, statistician from the Institute of Data and Statistical Analysis (IDSA). Their

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inputs and suggestions for the betterment of the research instrument were
incorporated before conducting the survey.

Data-Gathering Procedure
The data were drawn from 300 students of second year and third year level of
the Department of Marketing Management under College of Business of Polytechnic
University of the Philippines Manila who were surveyed by the researchers. The
researchers personally administered the questionnaire to the respondents wherein
they were asked to answer the research instrument. The researchers set separate
appointments with the 300 respondents as to their own respective class schedules.
Prior to the conduct of the survey the researchers made the effort to seek approval
on offices and persons in authority with direct supervision to the respondents
through formal requests and correspondences to allow the administering of the
research questionnaire particularly the chairperson of the Department of Marketing
of the College of Business and the President of Junior Marketing Executives of the
Polytechnic University of the Philippines.

Statistical Treatment
The basic procedure of data analysis and interpretation used the following:
a. Percentage statistics was used to analyze the profile of respondents.
Formula:

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Where:
P = is the percentage
f = is the value of individual case
N = is the value of total cases

b. Weighted Mean was used arrive at mathematical average of the variables
of each statement on the level of awareness of the respondents.

Formula:

Where:
TotalSum of all across values
is the allocated weighted value
is the observed values
w
= is the weighted mean variable

c. Standard Deviation was used to tell how closely the values of the data set
are clustered around the weighted mean.

Formula:


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Where:
TotalSum of all across values
Value of each
Mean or average of the values
Number of the value

d. Independent Sample T-test was used to determine if there is a significant
difference in the level of awareness to viral marketing of the students
according to their demographic profile which are only two categories.

Formula:

Where:

= Is the first measurement or value

= Is the second measurement or value

= the total sample of the first measured value
= the total sample of the second measured value
= the variance of the first measured value
= the variance of the second measured value

e. One-way Analysis of Variance (ANOVA) was used to determine if
there is a significant difference level of awareness to viral marketing of

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the students according to their demographic profile that has more than
two categories.

Table of a One-way Analysis of Variance (ANOVA)

Where:
(
= the observations or respondents scores

= mean of the scores of the respondents
= number of columns
= number of rows


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f. Likert Scale was used to measure attitudes and behaviors using answer
choices that range from one extreme to another.

Range Scale Verbal Interpretation
1.00 - 1.49 1 Not at all Aware
1.50 - 2.49 2 Slightly Aware
2.50 - 3.49 3 Somewhat Aware
3.50 - 4.49 4 Moderately Aware
4.50 - 5.00 5 Extremely Aware


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CHAPTER IV
PRESENTATION, INTERPRETATION AND ANALYSIS OF FINDINGS

This chapter presents the data gathered regarding the level of mind awareness,
familiarity about the source and the uses of viral marketing. And also the personal
impression and perception of the advantages and disadvantages of the 2
nd
and 3
rd

year Marketing Students of Polytechnic University of the Philippines about Viral
Marketing as a promotional strategy. This proceeds to the summary, analysis,
interpretation and presentation of the said data obtained by the researchers which
were presented in tabular and graph forms.


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Table 1.1
Frequency and Percentage Distribution According to Gender
Gender Frequency Percentage
Male 91 30.33
Female 182 60.67
Non Response 27 9.00
Total 300 100.00

Figure 2

Table 1.1 shows the percentage of the male and female respondents of this
research. Majority of the respondents were female with 60.67%. On the other hand,
the male respondents from the sample size were only 30.33%. Moreover, 9.00% did
not indicate their gender.

30.33%
60.67%
9.00%
Gender
Male
Female
Non - Response

32

Table 1.2
Frequency and Percentage Distribution According to Year Level
Year Level Frequency Percentage
Second Year 147 49.00
Third Year 153 51.00
Total 300 100.00

Figure 3

Table 1.2 illustrates the percentage of the respondents from 2
nd
year and 3
rd
year
students. There is a close difference between the numbers of respondents from the
two year level. 51% of the sample sizes are junior students while the other 49% are
sophomores.

49.00%
51.00%
Year Level
2nd
3rd

33

Table 1.3
Frequency and Percentage Distribution According to Age
Age Frequency Percentage
17 - 18 years old 146 48.67
19 - 20 years old 116 38.67
21 years old and above 8 2.67
Non - Response 30 10.00
Total 300 100.00

Figure 4

Table 1.3 shows the number of respondents according to age. Respondents
aging from 17 to 18 years old have the highest percentage among the age bracket
with 48.67%. Next to that with a ten percent difference are students with the age of
19 to 20 years old with 38.67%. 10% of the respondents did not specify their age
and only 2.67% of the sample size were 21 years old and above.

48.67%
38.67%
2.67%
10.00%
Age
17 - 18 years old
19 - 20 years old
21 years old and above
Non - Response

34

Table 1.4
Frequency and Percentage Distribution According to Awareness
Are you aware of Viral
Marketing?
Frequency Percentage
Yes 186 62.00
No 114 38.00
Total 300 100.00

Figure 5

Table 1.4 illustrates that out of 300, more than half of the total respondents are
aware in viral marketing with 62% and only 38% said that they were not aware of
viral marketing.
As Clifford-Marsh and Readon stated, it seems to be the case that
the presence of millions of consumers on social networks, who also
share their experiences and views on brands they like or dislike,
presents a unique opportunity to the marketers to not only
62.00%
38.00%
Are you aware of Viral Marketing?
Yes
No

35

understand the customers perspective of their brands, but also to
influence their perceptions quite rapidly using viral marketing
concepts.

Table 2
What comes first to your mind when you hear Viral Marketing?

Table 2 shows the different interpretations in the mind of the respondents when
they hear viral marketing. Here is the result of the weighted mean obtained being
arranged chronologically: "Social media" got the highest weighted mean of 4.36.
Next is "quickly and widely spread or popular" with 4.28. Third one is "word-of-
mouth" which is 4.15 and last but not the least is "trending update" that is 4.14.
Results show the moderate awareness of the respondents towards each four
indicators. It merely means respondents pays attention with the social media they
are seeing these days and regards it as viral marketing. While trends and updates
can also be viral but not too much effective as social media.
What comes first to
your mind when you
hear Viral
Marketing?
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
1. It is the trending
update
0.783 4.14 Moderately Aware
2. Word-of-Mouth 0.771 4.15 Moderately Aware
3. Social Media 0.680 4.36 Moderately Aware
4. Quickly and widely
spread or popular

36

According to Konzinets, Viral Marketing is the intentional influencing
of consumer-to-consumer communication by professional marketing
techniques. It is also otherwise known as word-of-mouth marketing
(WOMM), buzz marketing and guerilla marketing.

Table 3
Sources of Viral Marketing

Table 3 illustrates how aware the respondents with regards to the possible
sources of viral marketing given by the researchers. Among the four sources of viral
marketing in this table, memes in photos/images has the highest weighted mean
with 4.35 followed by uploaded videos with 4.27, blogs in social networking sites
with 3.95 and the source with the least weighted mean is the products personalized
name (Starbucks to Starbuko) with 3.88. This means that respondents right away
consider memes in photos or images as the source of viral marketing. Overall,
Sources of Viral Marketing
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
1. Memes in photos/images 0.741 4.35 Moderately Aware
2. Uploaded videos 0.744 4.27 Moderately Aware
3. Blogs in social networking
sites
4. Products personalized name
(Ex. Starbucks to Starbuko)
Overall 0.550 4.11 Moderately Aware

37

respondents are moderately aware of the given possible sources thru weighted
mean.
According to Scott 2008, as you will learn the formula for success
includes a combination of some greatand free Web content (a
video, blog entry, interactive tool, or e-book) that provides valuable
information (or is groundbreaking or amazing or hilarious or involves
a celebrity), plus a network of people to light the fire and links that
make your content very easy to share.

Table 4
Uses of Viral Marketing

Uses of Viral
Marketing
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
1. Introduce a new
product
2. Increase the
sales/marketability of
the product
3. Increase the
awareness about the
product
4. Bring entertainment
to viewers/customers
Overall 0.568 4.27
Moderately
Aware

38

Table 4 shows the awareness of the respondents regarding the uses of Viral
Marketing. Based on the weighted mean the highest result is to increase the
awareness about the product garnering 4.34. Next is 4.30 which is its usage to
introduce a new product. Third is to increase the sales or marketability of the
product for 4.25. Last but not the least is to bring entertainment to viewers or
customers who gain 4.20.This means that Viral Marketing is often used as a
medium to elevate the awareness of consumers or potential buyers about the
existing product of a company. Based on the overall weighted mean, the
respondents are moderately aware of the uses of Viral Marketing.
As Clifford-Marsh and Readon stated, VM in social networks started
with videos being posted on YouTube. For example, the chicken viral
video by Burger King in 2004 received over 20m hits. However,
these days VM campaigns are more integrated campaigns that are
tied to other more traditional forms of media. For example, the
campaign for the movie The Dark Knight incorporated billboards,
commercials, social networks, and fake websites; email blasts, online
puzzles etc. The movie grossed over $1bn worldwide.


39

Table 5
Personal Impression towards Viral Marketing

This table shows the level of awareness towards the personal impression of
students to Viral Marketing. With 3.99 weighted mean, respondents consider Viral
Marketing as convincing and impressive. Next is exaggerated which has 3.71 and
last is disappointing with 3.06 weighted mean.
According to Miller et al., the corporate adoption of social media by
the fastest growing US corporations is now at record pace. Yet,
because of the novelty and potential effectiveness of Web 2.0, some
marketers may be enticed to prematurely rely on social media in
promotional plans.

Personal Impression
towards Viral
Marketing
Standard
Deviation
Weighted
Mean
Verbal Interpretation
1. Exaggerated 0.818 3.71 Moderately Aware
2. Convincing 0.677 3.99 Moderately Aware
3. Impressive 0.740 3.99 Moderately Aware
4. Disappointing 0.964 3.06 Somewhat Aware
Overall 0.542 3.69
Moderately
Aware

40

Table 6
Advantages of Using Viral Marketing in Promoting a Product

In terms of advantages of using Viral Marketing in promoting a product, the
respondents are moderately aware on it. With 4.33 weighted mean, it is seen that
the most advantage of using Viral Marketing in promoting a product is easier to be
updated about the trends from their colleague while the willingness to recommend
the product is the least known advantage with 4.05 weighted mean only. There are
4.28 who are moderately aware that another advantage of using Viral Marketing in
promoting a product is to increase curiosity of the people. It only means that
respondents see Viral Marketing as an efficient way to know up-to-date information
about the promotion of product.
According to Business Link 2008, there are many advantages to viral
marketing for businesses. Individuals who write about businesses (in
blogs or chat rooms) create free advertising as they do it of their own
Advantages of using Viral
Marketing in Promoting a
Product
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
1. Easy to be updated of the
trends
2. Willingness to recommend
the product
3. Increases curiosity of the
people
Overall 0.577 4.22
Moderately
Aware

41

accord. When compared to the costs of traditional marketing and
promotional techniques (which could be hundreds of thousands of
pounds for some high profile businesses) it is clear that viral
marketing would save them a considerable amount of money.

Table 7
Disadvantages of Using Viral Marketing in Promoting a Product
Disadvantages of using
Viral Marketing in
Promoting a Product
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
1. Clutter/
Redundancy
2. Lack of proper information
about the product
3. It makes the product low-
end
Overall 0.696 3.84
Moderately
Aware

This table shows the awareness of respondents towards the disadvantages of
Viral Marketing. The most weighted mean with 3.93 is the clutter or redundancy.
Next is the lack of proper information about the product with 3.91 down to 3.66
which it makes the product low-end. Result indicates that Viral marketing also
repeats itself that viewers or potential customers find it unsuitable to promote a
product thus wanting the promotion to be diverse.

42

Business Link (2008) stated that the low cost of social media
marketing and the potential to reach and influence millions of people
through personal recommendation seems to be a very lucrative
option for marketers. However, if not managed properly, such
campaigns also have the potential to get out of hand very quickly and
become unmanageable.

Table 8
Overall Level of Awareness
Level of Awareness
Standard
Deviation
Weighted
Mean
Verbal
Interpretation
a. Sources of Viral
Marketing
0.550 4.11
Moderately
Aware
b. Uses of Viral Marketing 0.568 4.27
Moderately
Aware
c. Personal Impression
towards Viral Marketing
0.542 3.69
Moderately
Aware
d. Advantages of using
Viral Marketing in
Promoting a Product
0.577 4.22
Moderately
Aware
e. Disadvantages of using
Viral Marketing in
Promoting a Product
0.696 3.84
Moderately
Aware
Overall: 0.421 4.03
Moderately
Aware

Over all, the result on this table shows that respondents are moderately aware
about Viral Marketing. Among the five indicators the usage of Viral Marketing
earned the highest result of 4.27. Second are the advantages of Viral Marketing

43

which has 4.22. Third are the different sources which have 4.11. Fourth are the
disadvantages of it for the respondents which earned 3.84. Lastly is the personal
impression of respondents towards Viral Marketing. These points out those
respondents are already familiar with Viral Marketing. They are able to recognize
where this came from and the pros and cons Viral Marketing have.
According to Wilson, Viral Marketing can be describe as any
strategy that encourages individuals to pass on a marketing
message to others, to create the potential for exponential growth in
the messages exposure and influence.

Table 9
Independent Samples t-test: Comparison between the Mean Assessments of
Respondents towards the Level of Awareness when Grouped According to Sex
Level of
Awareness
Gender
t-statistic P - value Decision Conclusion
Male Female
WM SD WM SD
1. Sources of
Viral Marketing
4.09 0.399 4.12 0.586 -0.455 0.650 Do not Reject Ho Not Significant
2. Uses of Viral
Marketing
4.26 0.568 4.26 0.576 0.002 0.999 Do not Reject Ho Not Significant
3. Personal
Impression
towards Viral
Marketing
3.75 0.494 3.66 0.541 1.085 0.279 Do not Reject Ho Not Significant
4. Advantages of
using Viral
Marketing in
Promoting a
Product
5. Disadvantages
of using Viral
Marketing in
Promoting a
Product

44

Table 9 shows the comparison between the mean assessments of respondents
towards the level of awareness when grouped according to gender. The statistician
used the Independent Sample t-test because there were two groups to compare
which are the group of males and the group of females. Indicators 1 (Sources of
Viral Marketing), 2 (Uses of Viral Marketing), 3 (Personal Impression towards Viral
Marketing), 4 (Advantages of using Viral Marketing in Promoting a Product) and 5
(Disadvantages of using Viral Marketing in Promoting a Product) have p-values
greater than 0.05 level of significance (0.650, 0.999, 0.279, 0.706, and 0.114).

Table 10
Independent Samples t-test: Comparison between the Mean Assessment of
Respondents towards the Level of Awareness when Grouped According to
Year Level
Level of Awareness
Year Level
t-
statistic
P -
value
Decision Conclusion
2nd year 3rd year
WM SD WM SD
1. Sources of Viral
Marketing
4.19 0.522 4.08 0.568 1.342 0.181
Do not Reject
Ho
Not Significant
2. Uses of Viral
Marketing
4.35 0.530 4.23 0.592 1.468 0.144
Do not Reject
Ho
Not Significant
3. Personal
Impression towards
Viral Marketing
3.77 0.467 3.67 0.591 1.282 0.202
Do not Reject
Ho
Not Significant
4. Advantages of
using Viral Marketing
in Promoting a
Product
4.33 0.531 4.16 0.601 2.054 0.041 Reject Ho Significant
5. Disadvantages of
using Viral Marketing
in Promoting a
Product
3.83 0.581 3.86 0.774 -0.303 0.763
Do not Reject
Ho
Not Significant

45

Table 10 illustrates the comparison between the mean assessments of
respondents towards the level of awareness when grouped according to year level.
Indicators 1 (Sources of Viral Marketing), 2 (Uses of Viral Marketing), 3 (Personal
Impression towards Viral Marketing), and 5 (Disadvantages of using Viral Marketing
in Promoting a Product) have p-values greater than 0.05 level of significance (0.181,
0.144, 0.202, 0.763). However, only indicator 4 (Advantages of using Viral
Marketing in Promoting a Product) showed significance with p-value less than the
level of significance (0.041<0.05).


46

Table 11
One-way Analysis of Variance (ANOVA): Comparison between the Mean
Assessment of Respondents towards the Level of Awareness when Grouped
According to Age

Table 11 indicates the comparison between the mean assessment of
respondents towards the level of awareness when grouped according to age. The
decision is to reject the null hypothesis if p value is less than or equal to the 0.05
level of significance. Indicators 1 (Sources of Viral Marketing), 2 (Uses of Viral
Marketing), 4 (Advantages of using Viral Marketing in Promoting a Product) and 5
(Disadvantages of using Viral Marketing in Promoting a Product) have p values
greater than the 0.05 level of significance (0.158, 0.455, 0.094 and 0.808) while only
indicator 3 (Personal Impression towards Viral Marketing) under the level of
Level of
Awareness
Age
F
P -
value
Decision Conclusion
17 - 18
years old
19 - 20
years old
21 years
old
and above
WM SD WM SD WM SD
1. Sources of
Viral Marketing
4.15 0.506 4.10 0.511 3.72 1.015 1.868 0.158
Do not
Reject Ho
Not
Significant
2. Uses of Viral
Marketing
4.29 0.472 4.26 0.628 4.00 0.418 0.791 0.455
Do not
Reject Ho
Not
Significant
3. Personal
Impression
towards Viral
Marketing
3.79 0.482 3.56 0.558 3.92 0.465 4.850 0.009 Reject Ho Significant
4. Advantages
of using Viral
Marketing in
Promoting a
Product
4.28 0.515 4.10 0.628 4.39 0.574 2.403 0.094
Do not
Reject Ho
Not
Significant
5.Disadvantages
of using Viral
Marketing in
Promoting a
Product
3.81 0.638 3.82 0.776 4.00 0.558 0.214 0.808
Do not
Reject Ho
Not
Significant

47

awareness showed significance with p value less than the level of significance
(0.009<0.05).
Therefore, at 5% level of significance, the researchers conclude that there is a
significant difference between the mean assessment of respondents towards
Personal Impression towards Viral Marketing when grouped according to age.


48

CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

The previous chapter dealt with analysis and interpretation of data. In this
chapter, the researchers will present the summary of findings from the analysis on
the level of awareness of the respondents in Viral Marketing as a form of
Promotional Strategy. It will also contain the conclusions of the researchers from the
comparison between the mean assessment of respondents towards the level of
awareness when grouped according to sex, year level and age.

Summary of Findings:
The following were the findings the researchers collected from the survey
questionnaire:
1. What is the profile of the respondents in terms of:
1.1 Gender
The majority of the respondents are female, one-third of the sample size is male
and merely one-tenths did not indicate their gender.
1.2 Year level
There was a slight difference on the percentage of the respondents from
sophomore and junior students with 49% and 51% respectively thus making junior
students still the highest.
1.3 Age

49

Students aging from 17 to18 years old have the highest number of respondents
which gain 48.67% with a ten percent difference of those who aged from 19 to 20
years old with 38.67%. 10% of the respondents did not specify their age and only
2.67% of the sample size were 21 years old and above.

2. What is the level of awareness of the respondents to Viral Marketing as a
form of promotional strategy in terms of:
2.1Awareness to Viral Marketing
In terms of the awareness of the respondents to Viral Marketing, more than half
of the students said they were aware and thirty-eight percent (112.5) of them said
they were not.
2.2 What comes first to your mind when you hear Viral Marketing?
Social Media is the first thing that comes to the mind of the students when they
hear Viral Marketing which get the highest weighted mean of 4.36, followed by
quickly and widely spread or popular have 4.28, word-of-mouth have 4.15 while
trending update get the lowest that is 4.14 only. Results show the moderate
awareness of the respondents in each four indicators.
2.3 Source
The students are most aware that the Memes in photos or images is the
source of Viral Marketing which has the highest weighted mean with 4.35 followed
by uploaded videos with 4.27, blogs in social networking sites with 3.95 and the
source with the least weighted mean is the products personalized name (Starbucks

50

to Starbuko) with 3.88. Overall, respondents are moderately aware of the given
possible sources thru weighted mean.
2.4Uses
The students are most aware that the use of Viral Marketing is to increase the
awareness of the product to the markets based on its 4.34 weighted mean. Next is
its usage to introduce a new product which has 4.30. Third is to increase the sales
or marketability of the product for 4.25. Lastly, is to bring entertainment to viewers or
customers which gain 4.20. Based on the overall weighted mean, the respondents
are moderately aware of the uses of Viral Marketing.
2.5 Personal Impression
The students personal impressions toward Viral Marketing are convincing and
impressive which both have 3.99 as weighted mean. Next is exaggerated which
has 3.71 and last is disappointing with 3.06 weighted mean.
2.6 Advantages
According to the students, the most advantage of using Viral Marketing is,it is
easier to be updated about the trends which gained 4.33 weighted mean.
Subsequently, the students assessed that the other advantage of using Viral
Marketing is to increase the curiosity of the people with 4.28. While the willingness
to recommend the product is the least known advantage with 4.05 only. Overall, the
students are moderately aware about the advantages of using the Viral Marketing in
promoting a product.
2.7 Disadvantages

51

According to the students, clutter or redundancy is the disadvantage of using
Viral Marketing with a weighted mean of 3.93. Next is the lack of proper information
about the product with 3.91 down to 3.66 which it makes the product low-end.
Overall, the students are moderately aware about the disadvantages of using the
Viral Marketing in promoting a product.

3. Is there a significant difference between the level awareness of the
respondents when they are grouped according to profile?
In terms of mean assessment when grouped according to gender, the overall
computed p-value (0.650, 0.999, 0.279, 0.706, 0.114) in each indicator is greater
than 0.05 level of significance. It was interpreted as not significant; therefore, the
hypothesis is accepted.
In terms of mean assessment when grouped according to year level, the
computed p-value of indicators 1 (Source of Viral Marketing), 2 (Uses of Viral
Marketing), 3 (Personal Impression towards Viral Marketing), and 5 (Disadvantages
of using Viral Marketing in Promoting a Product) which have 0.181, 0.144, 0.202,
0.763 respectively are greater than the 0.05 level of significance. It was interpreted
as not significant; therefore, the hypothesis is accepted. But the p-value of indicator
number 4 is less than the 0.05 level of significance. Therefore there is a significant
difference between the mean assessment of respondents towards Advantages of
using Viral Marketing in Promoting a Product when grouped according to year
level.

52

In terms of mean assessment when grouped according to age, there is no
significant difference between the mean assessment of respondents toward these
indicators: 1 (Source of Viral Marketing), 2 (Uses of Viral Marketing), 4 (Advantages
of using Viral Marketing in Promoting a Product), and 5 (Disadvantages of using
Viral Marketing in Promoting a Product) because the computed p-value of each
indicator (0.158, 0.455, 0.094, 0.808) are greater than the 0.05 level of significance.
On the other hand, the only indicator 3 (Personal Impression towards Viral
Marketing) under the level of awareness showed significance with p-value less than
the level of significance (0.009>0.05).

Conclusions:
On the basis of the findings revealed by the study, the researchers arrived at the
following conclusions:
The 2
nd
year and 3
rd
year marketing students of Polytechnic University of the
Philippines are moderately aware of Viral Marketing:
The first thing that comes to the mind of the sophomore and junior marketing
students when they hear Viral Marketing is social media. On the other hand,
being in the trending update was the last impression.
The respondents most considered memes in photos or images as the source
of viral marketing. Next were the uploaded videos and blogs on social
networking sites respectively. However, they are less aware that products

53

personalized name (Ex. Starbucks to Starbuko) is a possible source of Viral
Marketing.
For the usage of Viral Marketing, the researchers conclude that the students
are most aware that it can be used to increase the awareness of customers
and potential buyers about the specific product.
The researchers conclude that the students personal impressions toward Viral
Marketing are convincing and impressive.
The researchers conclude that the main advantage of using Viral Marketing in
promoting a product is for an easy access of its trends and updates to their
consumers. This can be beneficial for giving heads-up information to the
people. In the contrary, the cluttering or redundancy of Viral Marketing is the
advantage of it in promoting a product.
There is no significant difference between the mean assessment of respondents
towards Sources of Viral Marketing, Uses of Viral Marketing, Personal
Impression towards Viral Marketing, Advantages of using Viral Marketing in
Promoting a Product, and Disadvantages of using Viral Marketing in Promoting a
Product when grouped according to sex.
On the other hand, there is a significant difference between the mean
assessment of respondents towards Advantages of using Viral Marketing in
Promoting a Product when grouped according to year level and towards Personal
Impression towards Viral Marketing when grouped according to age.
Recommendations:

54

Based on the data gather we come up with the following recommendation:
For business markets:
1. Viral marketing is an effective strategy when it comes to cost-efficient way of
promoting their product.
2. This can be an effective way of introducing and promoting a companys new
product out of market.
3. It will help the arising small business with a small capital at the start of opening
their business. Viral marketing will facilitate the advertisement and promotion
of their product instead of traditional media. It is accessible and more
economical.
4. This will be a great help to establish brand awareness and improve brand
retention to the target market. As a result of this, incoming and existing product
will be better known by the target market and keep long time valued
customers.
5. This can be an opportunity for the businesses to gain potential customers as
they have the ability to arise the interests of the people of their product.
For the teachers:
1. Teachers will be reminded to be updated and be aware of certain changes
about their subject matter marketing. This can make them encouraged and eager
to go beyond their knowledge and further research thus making them more
effective and informative.

55

2. Because of the diversion and changes emerging in the corporate market,
teachers can be an effective instrument to their students of giving them latest
and additional information about Viral Marketing.
3. With the support of their further research, they can professionally approve the
intuition of their students regarding the Viral Marketing and correct some
opinions about it and provide more acceptable facts.
For the undergraduate students:
1. It will help the students to have further knowledge and proper applications
regarding that said strategy.
2. Students will be encouraged to do supplementary researches about Viral
Marketing. Extending their limitations about their knowledge of the given
strategy.
For the graduate students:
1. With regards to the alterations on the curriculum, graduates of universities
marketing department can be updated of the sudden change. Some of the
information that was relayed to them can be improved and corrected. Viral
Marketing can be added as a further knowledge.
2. Graduates working at their own companies can be more productive and
efficient employee to the tasks given to them. Viral Marketing can be of good
suggestion to their upcoming products therefore making them asset of their
company.

56

For the customers:
1. For the customers who are aware of Viral Marketing, it will be easier for them
to gain access on the information about the product.
2. This will help them appreciate and learn more about the product therefore
making them smart consumers.
3. For the customers who are unaware of Viral Marketing, this can be the best
way to familiarize them on the product. Negative impressions can be clearly
explained and be understandable and positive ones can be retained on
customers mind.
4. Customers can actively give their own impressions about the product and can
provide more suggestions or comments to improve the product they patronize
and products they are interested with.


57

BIBLIOGRAPHY

Book
Clifford-Marsh, E (2009), 'Viral marketing', Haymarket Business Publications Ltd

.

Electronic Resources

Business Link, (2008) Reach new customers with viral marketing. Retrieved from
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&site=1
81&itemid=5000673746

Wilson, RF.(2005), The six principles of viral marketing. Retrieved from
http://www.wilsonweb.com/wmt5/viral-principles.htm

Published Materials

Brown, Jo, Broderick, Amanda J. and Lee, Nick, (2007), Word of mouth
Communication within Online communities: Conceptualizing the online Social
network, Journal of interactive marketing volume 21, number 3,summer

Barnes, Dr. Nora Ganim, (2008), Society for new communications research study:
Exploring the link between customer care and Brand reputation in the age of
social media, Journal of New Communications Research, vol.Iii/issue 1,
October

Fisher, Tia, (2009), ROI in social media: A look at the arguments, Journal of
Database Marketing & Customer Strategy Management, vol. 16, 3,.

Subramani, Mani R. and Rajagopalan, Balaji, (2003), Knowledge-sharing and
influence in online social networks via viral Marketing, Communications of the
ACM, Volume 46, Number 12

Readon, J (2009), 'Viral Marketing: Alternative reality', Brand Strategy, p. 44.


58

Appendix 1
February 9, 2014

Dr. Leopoldo Francisco T. Bragas
Dean, College of Business

Dear Dr. Bragas:

Bearers are bona-fide students of the College of Business of the Polytechnic
University of the Philippines. They are enrolled this second semester in Thesis
Writing which requires them to write a research paper.

It is for the reason that the undersigned is requesting your good office to allow for
data gathering purposes. They intend to distribute questionnaires to students of
your college.

Please feel confident that any data gathered shall be treated for academic
objectives only. Thank you for your favorable action on this matter.

Very truly yours,
Dr. Arturo C. Caras
Thesis Adviser

Noted by:
Prof. Angelina Goyenechea
Chairperson
Marketing Department
College of Business Administration


59

Polytechnic University of the Philippines
College of Business
Department of Marketing Management
Mabini Campus, Sta. Mesa, Manila

Part I. Profile of Respondents

Name: Age:
Year Level: Gender:
Instruction: Please answer the following by putting a check in the box. Thank You!
1. Are you aware of Viral Marketing?
Yes No

FA-Fully aware A-Aware N-Neither
NA-Not Aware NFA-Not fully aware

Part II. Level of Awareness to Viral Marketing

2.1If yes, what comes first to your mind when you
hear Viral Marketing?
FA A N NA NFA
It is the trending update
Word-of-Mouth
Social Media
Quickly and widely spread or popular

2.2 In which source of Viral Marketing are you
familiar with?
FA A N NA NFA
Memes in photos/images
Uploaded videos
Blogs in social networking sites
Products personalized name(starbucks to starbuko)

2.3 Where to use Viral Marketing? FA A N NA NFA
Introduce a new product
Increase the sales/marketability of the product
Increase the awareness about the product
Bring entertainment to viewers/customers


60

2.4 What is your personal impression towards Viral
marketing?
FA A N NA NFA
Exaggerated
Convincing
Impressive
Disappointing

2.5 What are the advantages of using Viral
Marketing in promoting a product?
FA A N NA NFA
Easy to be updated of the trends
Willingness to recommend the product
Increases curiosity of the people

2.6What are the disadvantages of using Viral Marketing? FA A N NA NFA
Clutter/Redundancy
Lack of proper information about the product
It makes the product low-end

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P OL YT E CHNI C UNI VE R S I T Y OF T HE P HI L I P P I NE S

is the allocated weighted value

is the observed values

= Is the first measurement or value

= Is the second measurement or value

= the total sample of the first measured value

= the total sample of the second measured value

= the variance of the first measured value

= the variance of the second measured value

= the observations or respondents scores

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