The  Effectiveness of Online Video Marketing on Facebook Using Susceptible-Infected-Recovered (SIR) Model

Noorzila Sharif; Jasmani Bidin; Ku Azlina Ku Akil; Shasha Fazlisa Mazlan

doi:10.24191/jcrinn.v7i2.286

The Effectiveness of Online Video Marketing on Facebook Using Susceptible-Infected-Recovered (SIR) Model

Authors

Noorzila Sharif UiTM Cawangan Perlis
Jasmani Bidin Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Perlis Branch
Ku Azlina Ku Akil Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Perlis Branch
Shasha Fazlisa Mazlan Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Perlis Branch

DOI:

https://doi.org/10.24191/jcrinn.v7i2.286

Keywords:

Facebook, Online Marketing Video, SIR Model, Social media

Abstract

The advancements in technology and high-speed networks give advantages for entrepreneurs to promote their products and services in various forms of posting through social media platforms such as Facebook, Twitter, Instagram and many more. The effectiveness of the video posting in terms of the virality of the video, the time the video reaches the maximum number of viewers and the flow of video spread are very important inputs for the marketers. Therefore, this preliminary study was designed to differentiate the effectiveness of two selected video posting on Facebook promoting two different popular products among women: shawls and slimming product. Susceptible-Infected-Recovered (SIR) models with demography and without demography was used in analysing the data since the nature of the dissemination of the video is similar to the spread of virus. The variables used in the analysis were the number of Facebook users who exposed to the video (Susceptible), received and shared the video (Infected) and stop sharing the video (Recovered). The finding shows the video promoting the shawl is more viral (R_0Â> 1) as compared to the video promoting the slimming product (R₀< 1) based on both SIR Model. Although the earliest number of users who received the shawl video was lower but the number of users who received and shared that videos increased tremendously until it reached the maximum number of 19.6 million viewers in 2 days and after that the number was slowly decreased. For slimming product, it started with higher number of viewers, but reached the maximum number of viewers of 10.3 million in 8 days and later the number was gradually decreased. Further study should be done because there are a lot of possibilities or factors that contribute to these findings.

Downloads

Download data is not yet available.

References

Asmaidi, Siantura, P., & Nugrahani, E. H. (2014). A SIR mathematical model of dengue transmission and its simulation. IQSR Journal of Mathematics, 10(2), 56-65.

Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in Human Behavior, 27(6), 2243-2248.

Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computerâ€Mediated Communication, 13(1), 210-230.

Boman, K., & Raijonkari, K. (2017). Online Video as A Marketing Tool: A Quantitative Survey on Video Marketing Habits.

Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The History of Social Media and Its Impact on Business. Journal of Applied Management and Entrepreneurship, 16(3), 79-91.

Gardner, J. T., Sohn, K., Seo, J. Y., & Weaver, J. L. (2013). A Sensitivity Analysis of An Epidemiological Model of Viral Marketing: When Viral Marketing Efforts Fall Flat. Journal of Marketing Development and Competitiveness, 7(4), 25-46.

Glynn, C. J., Huge, M. E., & Hoffman, L. H. (2012). All the news thatâ€™s fit to post: A profile of news use on social networking sites. Computers in Human Behavior, 28(1), 113-119.

Johnson, T., & Mcquarrie, B. (2009). Mathematical Modeling of Diseases: Susceptible-Infected-Recovered (Sir) Model. Paper Presented at The University of Minnesota, Morris, Math 4901 Senior Seminar.

Kalu, A. U., & Inyama, S.C. Mathematical model of the role of vaccination and treatment on the transmission dynamics of tuberculosis. Generation Mathematics Notes, 11, 10-23.

Kuss, D. J., & Griffiths, M. D. (2011). Online Social Networking and Addictionâ€”A Review of The Psychological Literature. International Journal of Environmental Research and Public Health, 8(9), 3528-3552.

Luo, L., Wang, Y., & Han, L. (2013). Marketing Via Social Media: A Case Study. Library Hi Tech, 31(3), 455-466.

Newton, C. (2016). Facebook Rolls Out Expanded Like Button Reaction Around The World.

Rodrigues, H. S. (2016). Application of SIR Epidemiological Model: New Trends. International Journal of Applied Mathematics and Informatics, 10, 92-97.

Rodrigues, H. S., & Fonseca, M. J. (2015). Viral Marketing As Epidemiological Model. Arxiv Preprint Arxiv:1507.06986.

Schwarzl, S., & Grabowska, M. (2015). Online Marketing Strategies: The Future is Here. Journal of International Studies, 8(2), 187-196.

Side, S., & Salmi, M. N. (2013). A SIR model for spread of dengue fever disease (Simulation for South Sulawesi, Indonesia and Selangor, Malaysia). World Journal of Modelling and Simulation, 9(2), 96-105.

Side, S., Sanusi, W., Aidid, M. K., & Sidjara, S. (2017). Global stability of SIR and SIER model for tuberculosis disease transmission with Lyapunov function method. Asian Journal of Applied Sciences, 9(3), 87-96

Statista (2019). Statistics. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

Woo, J., & Chen, H. (2012). An Event-Driven Sir Model For Topic Diffusion In Web Forums. Paper Presented at The 2012 IEEE International Conference on Intelligence and Security Informatics.