How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media?

Agnes Ng May Phing
Agnes Ng May Phing * §
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Rashad Yazdanifard
Rashad Yazdanifard
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§ HELP College of Arts and Technology

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How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media?

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Abstract

In this digital era, anything catchy and amusing can turn into a trend or viral phenomenon with the help of social media, reaching out and impacting a large number of people. For example, Harlem Shake meme, Gangnam Style song by Psy, The Fox song by Ylvis and ALS Ice Bucket Challenge. The main focus of this paper is to study how the ALS Ice Bucket Challenge can turn from simply a dare game among a group of friends into fundraising campaign that succeed overnight through social media. It is vital to identify the success factors of this icy campaign so that it can turn into strategies which can be applied in other campaigns to produce similar remarkable result of ALS Ice Bucket Challenge. For this review, related journal articles which were found through electronic databases were studied and linked to the topic of this paper. The findings from the review of these journal articles suggested five aspects; namely social media marketing, celebrities’ influence, online word-of-mouth phenomenon, viral marketing, and right-timing marketing had contributed to the outstanding result of ALS Ice Bucket Challenge.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Agnes Phing, Dr. Yazdanifard. 2014. "How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media?". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E7).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
amyotrophic lateral sclerosisice bucket challengeMarketingsocial-media
Classification
GJMBR-E Classification JEL Code: M19
  • Submission ReceivedDecember 8, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 1, 2014
  • Published January 15, 2014
Version of record

v1.2

Issue date
December 17, 2014

Language
English
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How does ALS Ice Bucket Challenge Achieve its Viral Outcome through Marketing via Social Media?

Agnes Phing
Agnes Phing HELP College of Arts and Technology
Dr. Yazdanifard
Dr. Yazdanifard
  • Submission ReceivedDecember 8, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 1, 2014
  • Published January 15, 2014