Viral Message in the World of Cyber Marketing and Public Relations

摘要

Since the development of the Internet (Interconnection Networking) aspects of space and time as if it was not a barrier to communication. In addition to offering the ease of sharing information, the Internet (virtual world) also offers various advantages, such as, the absence of hierarchy (one to many, many to many), there is no filter for the message, Interactive (instant feedback, response, and the debate), efficiency in terms of distance and time, free to participate, saving/low cost, and everything is customized. The users of ICT devices, use their technology (gadgets) to access social media like Instagram, Facebook and Twitter. One of the most prominent behavior of Internet users in conveying information is their tendency to share a link or information to friends and other social media users. This behavior causes the spread of information mass and quickly. The phenomenon of spreading the message in this way is known by the name of Viral Marketing (VM) and the resulting message is called viral message, practically is an electronic Word of Mouth (E-WoM) message. This study aims to determine what factors can influence the attitude of audiences to make a message become viral in the online world through the social media and how to create a successful VM for cyber marketing and Public Relations. The methodology of this research is textual and thematic analysis. A set of guidance to plan and create VM for Marketing and Public Relations is the results of this research. Hopefully, by knowing factors to create VM, efforts to make it succesfully viraled, and spesific VM for PR campaign, the company/institution/organization/individuals can create the good viral message for their marketing/PR purposes.