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Chien, Ho-shen (2012) Does Viral Marketing really Effective? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Abstract

In this article, we examine the effectiveness of viral marketing toward young adults since the majority of Internet users are in this age group. It is also noted that we will only focus on video type of viral messages, which is the most common way to utilized viral marketing for firms. We will discuss how viral video influence consumer behavior in terms of brand images, brand choice, user experience and working memory in this paper. Our results illustrated viral video helps majority of consumers to link the brand images with the brand in a positive way. Secondly, user experience will influence consumer attitude toward viral video while the influence can be positive and negative. Thirdly, viral video can influence the brand choice of consumers and become part of their working memory, which means it can become part of their future options. According to our research, viral video can be an effective way to influence consumer purchase decision.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	08 Apr 2013 12:10
Last Modified:	28 Dec 2017 23:41
URI:	https://eprints.nottingham.ac.uk/id/eprint/26013

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