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Author(s): Alexandra Andocsová, Andrej Géci, Andrea Kubelaková, Ľudmila Nagyová

Title: Viral Marketing as Unconventional Form of Addressing Consumers

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 574-585

Published on-line: 2018-11-09

Language: eng

Abstract: Nowadays classic forms of propagation, including television and printed advertising, are being replaced by new marketing tools. Presentation of products and services on the Internet has become one of the most significant trends. Moreover, the form of presenting advert to consumers has changed as well. Companies are not only trying to expose consumers to their adverts, but they also make a great effort and spend a lot of money on creating campaigns which are interesting enough for consumers to share them with their friends and family. Consumers, who were only passive recipients of advertising in the past, have become active in sharing campaigns, thereby a new form of marketing called viral marketing has been invented. The main aim of this paper is to evaluate whether consumers perceive viral marketing as a form of promotion of products and services and whether they spread viral messages on the Internet. Primary information was obtained by questionnaire survey and processed by Chi-square test for independence and Cramer´s V. Based on the results almost 30% of respondents actively share viral advertisement on social media (especially Facebook) or by e-mail and 74% had never heard of viral marketing or have heard about it but do not know its meaning.

Keywords: viral marketing, viral message, viral advertisement, consumer

JEL Classification: M31, M37, M39

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.