British Journal of Marketing Studies (BJMS)

EA Journals

Viral marketing

Investigating Effects of Viral Marketing on Consumer’s Purchasing Decision (Case Study: The Students of the Administrative Sciences College- Najran University) (Published)

The study aims to examine the effects of viral marketing on consumers purchasing decision among the students of administrative science college at Najran University.  The population of this study is consisted of all the students of administrative science college at Najran University, which is according to the latest data, a number of 710 individuals. In order to measure the variables used in this research, a questionnaire was used.  Validity of the above-mentioned questionnaire was confirmed by experts and their reliability were measured using Cronbach’s alpha coefficient that was respectively 0.697. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics (methods like one-way sample test). The findings showed that there is a significant and positive relationship between the viral marketing and the purchase decision; In other words, viral marketing leads costumers to improve their purchase decisions.

Keywords: Purchase decision, Viral marketing

New Buzz In Marketing – Go Viral (Review Completed - Accepted)

In today’s technology driven society, Internet has become one of the most convenient and cost effective method of marketing. One of the most important tools used by the marketers is viral marketing. The rise of the internet, emailing and social networking sites have made viral marketing a cheap and convenient tool for marketers. Viral marketing is a relatively new method in which consumers not only get to watch an advertisement but also share it with their social network and hence it has the potential to quickly reach larger audiences at lower costs. The purpose of this paper is to study the emerging marketing trends like online word of mouth & viral marketing and explain how effective they are in building brand awareness among the potential consumers and in developing consumer responses. This article is a literature review that presents a summary of findings of all key aspects of viral marketing and how effective it is in consumer decision making process.

Keywords: Brand awareness, Social Networking Site, Viral marketing, Word of Mouth

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