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Consumers Attitude towards Viral Marketing - A Study in Erode City

Author(s):

Mr. J. Suresh Kumar , K.S.R College of Arts and Science (Autonomous), Tiruchengode, Tamil Nadu, India - 637215,; Dr. A. T. Jaganathan, K.S.R College of arts and science (Autonomous), Tiruchengode, Tamil Nadu, India - 637215,

Keywords:

Viral, Preference, Erode, Consumers, Attitude

Abstract

This study has been carried out vigilantly to analyze the consumers’ attitude towards viral marketing in Erode City. The study has analyzed the Internet usage pattern, factors influencing viral marketing messages, consumers’ preference towards various forms of viral marketing, influence of viral marketing factors on purchase decision and influence of viral messages on attitude towards viral marketing. Various statistical tools, such as One-sample‘t’ test have been used to analyse the data collected from the respondents. The results of the analysis is given in the form of findings, and based on these findings suitable suggestions and expectations of consumers have been presented in this chapter. It may be suggested to the government that, they must be aware of the misleading information about the product and services available in viral marketing. And, they should concentrate in Cyber laws and it must be enforced in viral marketing campaigns, for reducing malpractices, fraud and misuses.

Other Details

Paper ID: IJSRDV5I10312
Published in: Volume : 5, Issue : 1
Publication Date: 01/04/2017
Page(s): 1760-1764

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