Viral marketing analysis and evaluation: the case of the Greek consumer market
| Autor: | Miltiadis Chalikias, Panagiota Lalou, Michalis Skordoulis, Eleni Rouva |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Return on marketing investment
Digital marketing business.industry 05 social sciences Advertising General Business Management and Accounting Marketing mix GeneralLiterature_MISCELLANEOUS Marketing management Viral marketing 0502 economics and business 050211 marketing Marketing business Marketing research Relationship marketing 050203 business & management Consumer behaviour |
| Zdroj: | International Journal of Electronic Customer Relationship Management. 10:28 |
| ISSN: | 1750-0672 1750-0664 |
| DOI: | 10.1504/ijecrm.2016.079375 |
| Popis: | The aim of the present study is to focus on the evaluation of viral marketing as a means of promoting goods and services within the Greek consumer market. The study focuses on consumer attitudes and reactions towards viral marketing practices in order to contribute to a better understanding of consumers' behaviour. The major findings indicate that viral marketing is on the rise among Greek companies due to technology development, low cost and its immediacy in transmitting the message. All three explored media of viral marketing, i.e., email, social media and audio-visual means, are of equal importance and equal use among viral marketers and users. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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