Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/58893
Type: | Conference paper |
Title: | Samboy, Facebook and the Bushfires: Extreme conditions and the Persistence of Marketing Theory |
Author: | Habel, C. |
Citation: | The Australian and New Zealand Marketing Academy (ANZMAC) Conference: Sustainable Management and Marketing, 30 November-2 December 2009; 5p. |
Publisher: | Australian & New Zealand Marketing Academy |
Publisher Place: | Melbourne Vic., Australia |
Issue Date: | 2009 |
ISBN: | 1863081585 |
Conference Name: | The Australian and New Zealand Marketing Academy (2009 : Melbourne, Australia) |
Statement of Responsibility: | Cullen Habel |
Abstract: | This descriptive paper chronicles the rapid growth of a “Bushfire Support” Facebook page, where a manufacturer brand’s web campaign was appropriated by the public as a fundraiser for the Victoria bushfires of February 2009. By harnessing the goodwill of the community, the Facebook group known as “Samboy is Back - JOIN NOW TO WIN $10,000 FOR RED CROSS BUSHFIRE APPEAL” grew to five times the size of its nearest competitor. The Bass Model is shown to provide a reasonable representation of the growth of a bushfire fundraising group with 12 hour increments. Some patterns recur in marketing despite extreme conditions and the S-curve of the Bass Model appears to be one of them. |
Keywords: | Bass Diffusion Modelling Viral/Word of Mouth Social Media |
Rights: | Copyright status unknown |
Description (link): | http://anzmac2009.org/ |
Published version: | http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-119.pdf |
Appears in Collections: | Aurora harvest Business School publications |
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