Discriminant model for online viral marketing influencing consumers behavioural intention

Abstract

Advancements in communication technology have given rise to the evolution of a new electronic form of word-of-mouth publicity i.e., viral marketing communication. Internet induced viral marketing is a highly effective tool available to marketers today. Online marketing has been used by various organizations via platforms, such as blogs, company websites, and social networking sites. Online marketing is helping organizations to grow their business by adopting strategies to reach out to their customers. Such marketing can be used to generate brand awareness among large populations in a short span of time; in addition, consumers can refer brands to others. Word of mouth publicity can be a powerful factor to influence the purchasing decision of customers. This paper is an attempt to predict the buying intention of consumers as a result of internet induced viral marketing techniques. The study was performed on primary data collected through self-structured questionnaire based on a five-point Likert Scale. Non-probability judgemental sampling was used. Discriminate analysis was performed using statistical software SPSS 16.0. The study determines the important factors that predict customer buying behaviour. Marketing managers should understand these factors and appropriately target the customer. Appropriate use of these factors can help the managers' businesses flourish. In this study, we found that the factors immense efficacy, professed security and escalating brand were significant predictors of the consumer's buying intention.