Factors Affecting the Consumers Attitude towards Internet Induced Viral Marketing Techniques
Sharda Haryani*, Bharti Motwani and Swati Sabharwal
Prestige Institute of Management and Research, Indore, Madhya Pradesh, India
- *Corresponding Author:
- Sharda Haryani
Prestige Institute of Management and Research
Indore, Madhya Pradesh, India
E-mail: [email protected]
Received January 12, 2015 Accepted May 22, 2015 Published June 05, 2015
Citation: Haryani S, Motwani B, Sabharwal S (2015) Factors Affecting the Consumers Attitude towards Internet Induced Viral Marketing Techniques. Arabian J Bus Manag Review 5:134.
Copyright: © 2015 Haryani S, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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.