A Study on Factors Affecting the Viral Marketing Messages

Zia- ur-Rehman, Hafiz Fawad Ali, Tauseef-ur- Rehman Khan, Danial Saleem, Naseem Haider, Maida Imran

Abstract


This research examines factors affecting the Viral Marketing Messages. Viral Marketing portrays any technique that energizes people to pass on an advertising message to other people, making the potential for exponential development in the message's presentation and impact. Like infections, such methodologies exploit quick increase to detonate the message to thousands, to millions. The research focuses on influence of four independent variables namely ‘Peer Group Influence’, ‘Access Method’, ‘Source factors’ and ‘Tempo Spatial Factors’ on the dependent variable ‘Viral Marketing Messages’. Group Influence means that WOM from peer group, Source factors are the factors attached to the originator and passer of the message, Access Method includes the access methods to get exposed to the message whereas tempo spatial factors are associated with the time and space of the respondent.


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