THE SCOPE OF VIRAL ADVERTISING IN PAKISTAN AMONGST THE AGE GROUP OF (15-30)

Abstract

This research is based on the scope of using Viral Advertising as a Marketing tool in Pakistan. The internet usage rate has grown tremendously over the past few years in Pakistan. Increased media fragmentation asks for advertisers to use alternate channels to reach their target markets. This research paper discusses the scope of one of these alternate means (Viral Advertising), which is gaining popularity internationally.

Primary data was collected by distributing 100 questionnaires amongst individuals residing in Rawalpindi-Islamabad. The questionnaires were distributed using convenience sampling. Secondary data source was internet and research journals. This research paper has been supervised by Ms. Salma Atif.

The findings of the research are that Viral Advertising can be used as an effective complimentary advertising tool, especially in targeting the youth belonging to the middle and upper strata of the society. Viral Advertising is the electronic equivalent of the old fashioned word-of-mouth. As per findings from the research consumers seem to be more receptive to consumer generated data as opposed to company sponsored advertising. Based on the opportunity companies should take advantage and invest in creating marketing content that is novel and entertaining enough to prompt consumers to pass it on to others. It is pertinent to mention that, viral advertising has an added advantage of reaching the right target market as users spread the content on their own. Moreover, as consumers spread the content on their own viral advertising is a relatively low cost media for reaching consumers. Based on the above stated findings viral advertising seems to have a lot of scope in Pakistan and companies should invest in Viral Advertising and make it a part of their marketing campaign.