- Open acces -
|
|||||||||||||||||||
|
|||||||||||||||||||
|
|||||||||||||||||||
|
|||||||||||||||||||
|
|||||||||||||||||||
|
|||||||||||||||||||
Management & Marketing no. 4/2012
Consumers’ attitude towards viral marketing in Pakistan
Kiani Irshad ZERNIGAH,
Muhammad Ali Jinnah University Islamabad Expressway, Kahuta Road, Zone-V Islamabad, Pakistan Kamran SOHAIL, Fatima Jinnah Women University The Mall, Rawalpindi, Pakistan
Abstract. The rapid advancement of
technology has opened many costeffective
avenues for marketers to
promote their products. One of the
emerging techniques of products
promotion through the use of
technology is viral marketing that is
becoming a popular direct marketing
tool for marketers across the world.
Therefore, marketers should
understand factors that result in
increased acceptance of viral
marketing by consumers. The present
research was conducted to investigate
consumers’ attitude towards viral
marketing in Pakistan. The data was
gathered through a five point Likert
scale questionnaire from 216
respondents across Pakistan.
Correlation and regression analysis
were carried out to find out the
relationship between dependent and
independent variables. The study
findings indicate a positive relationship
between the independent variables of
informativeness, entertainment and
source credibility with the dependent
variable of attitude towards viral
marketing, informativeness and source
credibility being the most important
attributes affecting attitude towards
viral marketing, whereas, irritation has
no significant affect on consumers’
attitude towards viral marketing.
Implications for the marketing
managers are to design and deliver
viral marketing messages through a
credible source that provides
informative, entertaining, authentic and
trustworthy messages to customers.
Moreover, the adoption of permission
based marketing concept in viral
marketing campaigns may lead to a
more positive consumers’ attitude
towards viral marketing in Pakistan.
Keyword: viral marketing,
consumers’ attitude, Pakistan.
|
Conferences
2012.10.12-13
[ archives ]
Publications
The Classes of Economic Concentration and the 80% Factor , Cezar Mereuță
Foreign Majority Ownership in the Node Companies of the Main Markets in Romania - Compendium , Cezar Mereuță, Ionuț Pandelică, Amalia Pandelică
Archives
|
||||
2007-2014 © Editura Economică |
||||