The Influence of Viral Marketing on consumers’ decisions

Albunni Yazan (2021) The Influence of Viral Marketing on consumers’ decisions. Faculty of Commerce, Catering and Tourism.

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Abstract

Viral Marketing has been around ever since the invention of the internet, where it made it possible for consumers to easily share a company’s marketing message to their friends, family and colleagues. With the utilization of the three key elements in Viral Marketing of Word-Of-Mouth,Online Marketing and Buzz Marketing. this paper aims to study the influence of Viral Marketing and the relationship between the three key elements to get a better understanding of the process of a successful Viral Marketing Campaign. The aims of the research are to be met using two research methods, the first method used is a case study about the campaign release in 2019 by Procter & Gamble to promote its Gillette products. The second method used is a questionnaire survey that managed to reach 106 respondents most of which are students inside and outside of Hungary. The study shows the reliance of Viral Marketing on the three key elements mentioned above, and also helps to identify key factors that influence consumers’ decisions in terms of online platforms, trusted advertisement sources and the influence of Word-of-Mouth marketing.

Institution

Budapest Business University

Kar

Faculty of Commerce, Catering and Tourism

Department

Kereskedelem Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kereskedelem és marketing

Supervisors

Item Type:	Thesis (UNSPECIFIED)
Uncontrolled Keywords:	Buzz, marketing, online, Viral, Word of mouth
SWORD Depositor:	Archive User
Depositing User:	Archive User
Date Deposited:	2022. Mar. 22. 08:20
Last Modified:	2022. Mar. 22. 08:20

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