CONSUMER’S ATTITUDES TOWARDS VIRAL MARKETING IN PAKISTAN

Abstract

Purpose This paper is aimed at determining one of the most influencing factors on the viral marketing on social media in Pakistan caused by consumer’s attitude towards it. This paper investigates the factors that influence the attitude of the consumer towards viral marketing. This rapid advancement of technology has caused the increase number of the Internet users, especially in social media. Marketers are trying to use different strategy to increase sales, and one of the methods is using viral marketing. It can be described as using individual to pass messages and idea to others through available media. Methodology & Design Collection of data was accomplished through use 100 respondents from across Pakistan to implement the five-point Likert scale questionnaire. Analysis involved use of regression and correlation methods to find correlation between the dependent and independent variables. The latter are source of recommendation, in formativeness, entertaining, credibility, and irritation. The purchasing intention is the dependent variable of the consumer’s attitude towards viral marketing. Findings Informativeness gives positive effect for the consumer’s attitude (purchase intention) towards viral marketing on social media in Pakistan. Entertainment gives positive effect for the consumer’s attitude (purchase intention) towards viral marketing on social media in Pakistan. Irritation gives negative effect for the consumer’s attitude (purchase intention) towards viral marketing on social media in Pakistan. Credibility gives positive effect for the consumer’s attitude (purchase intention) towards viral marketing on social media in Pakistan. i. u. in. Source of recommendation gives positive effect for the consumer’s attitude (purchase intention) towards viral marketing on social media in Pakistan Limitations A few constraints were additionally distinguished in the present examination. For instance, regarding the time limitation the information was gathered from a group of few individuals. If the test would have been bigger, the outcomes would have more prominent odds ofspeculation. Second, the present investigation only analyzed very few factors. More free factors may likewise have been joined in the examination such as protection issues, influence of impetuses and the effect of consent based promoting to better research purchasers' demeanor towards viral advertising. Recommendations Advertisers ought to give more noteworthy consideration to the data substance of viral messages in marketing. Real, significant, and helpful data ought to be given to the clients so as to expand the validity of viral advertising messages. Also, diversion ought to be made a fundamental piece of the viral advertising messages for ensuring the message is fascinating for the clients. Ifthe mediums are used fittingly, it can help prosper organizations in Pakistan since viral advertising messages manufacture two path interchanges among sponsors and clients subsequently, encouraging long haul association with clients in a less exorbitant way. Besides, the selection of consent based promoting by advertisers may prompt expanded acknowledgment of viral advertising and a progressively good buyers' reaction towards viral advertising in Pakistan.