THE ASSESSMENT OF EFFICIENCY OF VIRAL MARKETING APPLICATION FOR THE INNOVATIONS PROMOTION AT THE ENTERPRISE

For the successful implementation of any kind of investment (including the development and the launch of marketing virus) it is necessary to have the technique for the assessment of the performed investments efficiency. In this case, we get the problem of the assessment of efficiency of virus essential content and its achievement of the objectives. This problem is divided into two interrelated tasks: determination of efficiency of the virus itself and the calculation of economic feasibility of this tool application. The paper offers the model of viral message efficiency assessment and considers in details its elements: the assessment of spontaneous awareness of viral message information demonstrated by the targeted audience; the analysis of interest to a message; the assessment of understanding; the analysis of the emotional impact of a message on the targeted audience; the assessment of the economic efficiency. The authors prove the necessity of comparative analysis of various viral companies, both own and the companies of the competitors, which enables the forecasting of the results of the analyzed viral marketing, as well as describe the advantages and disadvantages of deductive and inductive approaches to the assessment of viral message understanding by the respondents.