STUDYING THE IMPACT OF VIRAL MARKETING AND SOCIAL MEDIA ON CONSUMER PURCHASING DECISION

Abstract

The istudy iaims ito iexamine ithe ieffects iof iviral imarketing i(in ithe iform iof ivideo ishared ion iSocial iMedia iPlatforms) ion iconsumersipurchasing idecision iand isocial imedia. iTheipopulationiofithisistudyiconsistsiofitheistudents/iworkingiprofessionals iin ithe iage igroup iof i20 ito i60 iyears. iThisistudy iaimsito iunderstand ithe iconcept iof iVM iand iits iimpact iand ieffect ion iconsumers ipurchasing ibehaviour iand isocial imedia. iVariousidriversiforiVMishallibeiexplored. ➢ VMienable’siany iindividualsito ipassion ia imarketing imessage ito iothers, icreating ia ipotential iforiexponential igrowth iin ithe iinfluence iofithe imessage. iIt iisimore iabout imarketing ithrough ithe iword iof imouth, iInternet i– iblogs, imails, isocial inetworking isites, ietc. iIt idependsion ithe iinterest iofia iconsumerito iforward isomething ithey isee iofivalue ionitoitheirinetwork ioficontacts. iSocialimedia iisisomethingithatimarketers ican inoilongeriignore, ithisistudyiaimsitoianswerithisiquestion:iHowithe iconsumers ibuying ibehaviour iare ibeing iaffected iwhen ibeing iexposed ito ithis inew itype iof imarketing, iwill iit ilead ito ia ipurchase idecision ioriwill iit ilead ito ipush ithe iconsumer ifurther iaway ifrom ia ipurchase idecision ior ino ieffects iat iall? iViral icampaigns iare ibecoming iimportant iin ithe ipromotion imix ioficompaniesiand iit iwill ibe iinteresting ito idiscover ihow imarketers iuse ithis iparticular itool iand ihow ithe iconsumer iis ireacting. ➢ Theidataishallibeicollectediusingiaistructurediquestionnaireiwithitheihelpiofigoogle iform, ianditheiobjectiveiofithisithesisiisitoiexploreiconsumerireceptivity, iperception iandibehaviouraliresponseitoithisirelativelyinewimarketingistrategyiwhichihasibeen idesignedifollowingiaiwide ireviewiofitheiliterature. iThisiresearchiwillidemonstrate iandivalidateifactorsithatiinfluenceitheiuseritoireceiveiandiforwardimessages. iBased ionitheicollectedidata, ihypothesisitestingiwillibeicarriediout.