Abstract:
Aim of this research is to know weather the Attitude and Intent of consumers in Pakistan
is positive or negative towards mobile viral marketing. The electronic messages that are
being discussed in this study are entertaining and useful depending on various factors.
The problem statement relies on understanding that will the consumer forward the
message to their friends and relatives. In order to know the result a questionnaire was
made from past researches based on different constructs like Subjective Norm, Ease of
use.
A web survey was conducted and 401 respondents filled the surveys in April 2017. TAP
and TAM model is applied to know the Attitude and Intent of Pakistani Customers
towards mobile viral marketing. Cross-sectional technique was used in this research
study. Non-probability technique has been used here to collect the data. The independent
variables like Subject Norm, Behavioral Control and Perceived Cost are very important
factors that impact Pakistani consumers attitude towards mobile viral marketing.
Pakistani customer’s attitude towards cell phone viral advertising, Perceived Utility, and
calling anticipated a consumer’s intention to forward an entertaining message.
The final result shows that the independent variables Subjective norm, the perceived
behavioral, Perceived advantage have a positive effect on intent and attitude where as
Ease of use and perceived cost has negative effect on Attitude and Intent.
Limitations are being discussed to be that there has not been any research done on urban
areas and even the rural area are not completely researched.
