Avsändarens betydelse för en viral succé: Om viral marknadsföring och hur attribut i en Facebook-profil kan påverka delningsbenägenheten av personens publicerade inlägg

Sammanfattning: Viral marketing is a phenomenon connected to marketing channels, and the concept is important for companies to take into account when deciding their digital marketing strategy. Previous research describes how companies can get viral by creating the optimal marketing message, and utilize knowledge about what encourage customers to spread this message further. However, researchers in this area has only slightly touched upon the sender in this context, which in other communication channels is alleged to have a significant role in a customer's decision process. This paper aims to give an overview of the senders importance when it comes to viral marketing. The text aspires to examine if different attributes in a Facebook profile can affect a customer's decision to share a message on social media. Finally, the thesis presents evidence that a sender with many friends on Facebook, and a sender that is perceived to be more homogenous with the receiver, contributes to a higher intention for the receiver to share the message in their network.