(You can read the full version of this article in the latest edition of GfK TechTalk here.)
Most of us love getting a link to a piece of internet material which we find amusing and then forward on to our friends. It’s harmless and generally leaves us with a good feeling so it is easy to see why many brands are so keen to get in on the act. It’s also perhaps not unreasonable to expect digital viral material to potentially work well for technology companies given that the target market is likely to be spending more time online. Of course some brands do this extremely successfully, but many others try and fail – so what makes some succeed while others get consigned to the outer reaches of YouTube?
To try and answer this, I spoke to Dr Dominic Yeo, an academic at University of East Anglia with a particular expertise on this aspect of consumer behavior about research he had conducted whilst pursuing his PhD at Cambridge.