Investigating the Relation between Factors Effecting Viral Marketing and Consumers’ Buying Intention
Abstract
Purpose: The purpose of the study is to first identify the factors related to viral marketing and then explore consumer buying intention to this relatively new marketing strategy.
Design / Methodology / Approach: The study was done on primary data collected through self structured questionnaire based on five point Likert Scale. Non probability judgmental sampling was used. Seven factors were identified using exploratory factor analysis. Using structural equation modeling through smart PLS software, effect of these seven factors was studied on buying intention of consumer.
Findings: Our study shows that Immense Efficacy, Irrepressible and Professed Security factors are not associated with the buying intention of consumer due to viral marketing while Supportive Access, Consumer Dependency, Escalating Brand and Message Clarity are main factors associated with buying intention of consumer due to viral marketing.
Originality / Value: Advancements in communication technology have given rise to the evolution of a new electronic form of word-of-mouth i.e. viral marketing communication. Internet has extraordinarily changed the marketing gimmick and viral marketing is a very effective tool available to the marketers today. It is helping organizations to grow their business by adopting strategies to reach out to their customers. This research paper is our original research and respondents were belonging to India and US only. However, it will be interesting to examine these factors in a different cultural context. Marketers should utilize these results in marketing to support a measurable business goal.
Keywords: Consumer behavior, e-mail marketing, Internet marketing, Viral marketing.
[PT]
Título: "Investigando a relação entre fatores que afetam o marketing viral e a intenção de compra dos consumidores"
Resumo
Objetivos: O objetivo do estudo é identificar primeiro os fatores relacionados ao marketing viral e, em seguida, explorar a intenção de compra do consumidor nessa estratégia de marketing relativamente nova.
Desenho/metodologia/abordagem: O estudo foi realizado com dados primários coletados por meio de questionário auto-estruturado, com base na escala Likert de cinco pontos. Amostragem julgada não probabilística foi utilizada. Sete fatores foram identificados através da análise fatorial exploratória. Utilizando a modelagem de equações estruturais através do software PLS inteligente, o efeito desses sete fatores foi estudado na intenção de compra do consumidor.
Resultados: Nosso estudo mostra que fatores de imensa eficácia, irreprimíveis e de segurança não estão associados à intenção de compra do consumidor devido ao marketing viral, enquanto acesso de suporte, dependência do consumidor, marca crescente e clareza da mensagem são os principais fatores associados à intenção de compra do consumidor devido a marketing viral.
Originalidade/valor: os avanços na tecnologia da comunicação deram origem à evolução de uma nova forma eletrônica de propaganda boca a boca, ou seja, comunicação de marketing viral. A Internet mudou extraordinariamente o artifício de marketing e o marketing viral é uma ferramenta muito eficaz disponível hoje para os profissionais de marketing. Está ajudando as organizações a expandir seus negócios adotando estratégias para alcançar seus clientes. Este trabalho de pesquisa é nossa pesquisa original e os entrevistados pertenciam apenas à Índia e aos EUA. No entanto, será interessante examinar esses fatores em um contexto cultural diferente. Os profissionais de marketing devem utilizar esses resultados no marketing para apoiar uma meta de negócios mensurável.
Palavras-chave: comportamento do consumidor, marketing por e-mail, marketing na Internet, marketing viral.
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European Journal of Applied Business and Management
ISSN: 2183-5594
DOI: https://doi.org/10.58869/EJABM
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