Exploring Perceived Informativeness of Viral Marketing Messages (PIVMM)
Keywords:
Digital Marketing, Internet Blogs (IB), Social Media (SM), Viral Marketing (VM)Abstract
The present empirical work aims to study different modes of Viral Marketing (VM) including Email (E), Social Media (SM), Fan Pages (FP), SMS (S) and Internet Blogging (IB). To explore the prominent factor(s) that influence these VM modes, an effort has been done to understand the influence of Age, Education Stream (ES) and Gender on the Perceived Informativeness of Viral Marketing Messages (PIVMM). The present study shows Gender has no influence on the PIVMM for all the five modes of VM. But, influence of Age and ES on PIVMM has been observed. The impact of Age on PIVMM has been established only for Email (E) and not for other four modes. Internet Blogs (IB) has been found to be the most informative mode of VM by respondents from all four different Education Stream (ES).
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