Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Customer Attitude towards Digital Marketing: A Structural Snapshot on Viral Marketing

Author(s): Venkateswara Rao, Venkata Naga Siva Kumar C, Dinesh J, Raja Harsha Vardhan B, Tharaka Rama Manigopal Yadav G and Vamsi Krishna K

It was the purpose of this survey to find out what people think about viral marketing. This study hypothesises that customers' opinions toward viral marketing are influenced by their perceptions of its utility and their own intrinsic motivations. Customers' perceptions of social media and viral marketing were also evaluated in this research. This study also demonstrated that customers' views of viral marketing are positively correlated with perceived incentives.

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