A Study to Discover the Impact of Viral Marketing on Consumer Behaviour

Abstract

Viral marketing is modern tool for marketing the products, whereby the information regarding the product or the service is passed through the internet. Dan Zarella a social media scientist, he says that viral marketing is a marketing strategy in which the marketer creates a campaign that focuses on goal spontaneously send it to friends. As we find drastic changes in the field of marketing, viral marketing has emerged as more attractive than ever. Viral marketing is more effective than traditional marketing. By circulating a structured questionnaire to 100 respondents the study makes an attempt to understand the perception of customers with impact on viral marketing. Our main findings were that a) viral marketing creates awareness among customers about the product or service but it does not impact on their purchasing decision, b) most of our respondents were neutral about the security issue, c) customers are more flexible or willing for market services when compared to products, d) most of the respondents tend to share the details of the product or service to the targeted customers, e) the study also shows us that the respondents are aware of viral marketing and they feel that it is more effective than traditional marketing. Therefore this paper helps us to identify the factors driving viral marketing and the impact of viral marketing on consumer’s behaviors. A sample size of 100 respondents was taken, and Google forms were circulated to gather primary data.