EFFICACITE DES OPERATIONS DE MARKETING VIRAL : EVALUATION DE L'EXPERIENCE EN LIGNE ET IMAGE DE MARQUE

To encourage viral spread, companies attempt to offer consumers captivating and compelling online experiences. The question of its effectiveness on brand image still remains to be answered. The aim of our research is to measure the effects of participation in a viral marketing operation on the brand image. Online promotional games have become a key player in marketing and are used in viral campaigns to reach prospective customers, increase brand awareness, create buzz or drive traffic to a client's website. As more immersive games are created, the perceived intrinsic value of playing a game has become a major factor influencing players' decisions to participate and share the game with their network. From this perspective, online promotional games possess a number of features that make them a compelling opportunity for the study of flow.