ATTITUDE AND INTENT OF CUSTOMERS TOWARDS FORWARDING MESSAGES

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.