Lit Review

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We live in a world where advancements in technology are constantly changing, people are connected to each other almost every waking minute of the day, and our social lives are of the upmost importance. We can look throughout history and see how big business has always found its way into the next great technological advancement, and now is no exception. The sudden burst of social media websites onto the scene has created an avenue for business to target specific and large amounts of people. This literature review will discuss just how companies have altered their marketing ways to keep up with the times in an every growing industry where the competition level is set exceedingly high. It will then narrow down to how different marketing…show more content…
This campaign was executed perfectly because of the way it made people want to forward the video to other people within their social network. Perception of content quality within a video is based off three things control, inclusion, and affection (Southgate, 102). The KONY 2012 video posses all of these traits mainly focusing on inclusion and affection in a way that makes the user feel as if they are part of something bigger and want to share this message with his or her peers. Quality perception can also be broken down into two categories: content quality perception and content empathy perception (Southgate,102). KONY 2012 most certainly falls under the content quality perception because of the intent in which people decided to share it with was to provoke strong feelings to the recipient, while empathy is forwarding a video with the expectation of feedback from the recipient. Other campaigns such as Old-Spice’s YouTube video campaign that portrayed actor Isaiah Mustafa an over-dramatized manly man, relied on extreme humor and comedic violence to intrigue consumers (Chen) . This campaign started in February of 2010 and only 4 shorts weeks after it launched, Old-Spice body-wash sales went from 27% to 107% mainly due to the campaigns electronic word-of-mouth

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