The pursuit of cultural impact in the age of virality : measuring long-term brand impact

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dc.contributor.advisor Lukens, Alex
dc.contributor.author Mixter, Emily
dc.date.accessioned 2020-02-04T19:37:30Z
dc.date.available 2020-02-04T19:37:30Z
dc.date.issued 2019-12-14
dc.identifier.uri http://cardinalscholar.bsu.edu/handle/123456789/202091
dc.description.abstract Virality used to be a term rarely used outside the medical field, but today it has become a commonly used phrase in the digital marketing industry to describe content that gains a rapid amount of attention within a short period of time. How does this attention accumulate so rapidly; is it mere chance or is there a strategy behind it? Through a historical overview of the development of digital marketing, and the analysis of three viral campaigns, I will attempt to show that virality is achieved through a variety of creative methods, but is ultimately not controlled by advertisers alone. However, there is also a more effective way for digital marketing professionals to evaluate the effectiveness of their campaigns: their long term cultural impact. en_US
dc.description.sponsorship Honors College
dc.subject.lcsh Journalism.
dc.title The pursuit of cultural impact in the age of virality : measuring long-term brand impact en_US
dc.type Undergraduate senior honors theses
dc.description.degree Thesis (B.?) en_US


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  • Undergraduate Honors Theses [5922]
    Honors theses submitted to the Honors College by Ball State University undergraduate students in partial fulfillment of degree requirements.

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