అరేబియన్ జర్నల్ ఆఫ్ బిజినెస్ అండ్ మేనేజ్‌మెంట్ రివ్యూ

Factors Affecting the Consumers Attitude towards Internet Induced Viral Marketing Techniques

Abstract

Sharda Haryani, Bharti Motwani and Swati Sabharwal

Internet has extraordinarily changed the marketing concepts. Advancements in communication technology have given rise to the evolution of a new electronic form of word-of-mouth publicity i.e. Viral marketing communication (VMC). Viral marketing is a very effective tool available to the marketers today. Viral marketing has been used by various organizations using platforms like blogs, company website, social networking sites, etc. to promote their products. It is helping organizations to grow their businesses by adopting marketing strategies to reach out to their customers. Viral marketing can be used to generate brand awareness among large population in a short span of time and people can refer it to others. This type of word of mouth publicity can be a powerful factor to influence the purchasing decision of customer. This paper is an attempt to explore the factors that affect the customers’ attitude towards internet induced viral marketing communication. The study was done on primary data collected through self-structured questionnaire based on five-point Likert Scale. Non probability Judgemental sampling was used. Principal component factor analysis as carried out using statistical software (SPSS16.0.). The study will be helpful to marketing managers to understand customer preferences and target them in a right way. Appropriate use of these factors can help flourish their businesses.