Perceived Informativeness of Viral Marketing Messages: A Case Study of Panjab University

Gyan Management Journal
Year: 2018(Jul-Dec), Volume: (12), Issue. (2)
First page: (29) Last page: (39)
Online ISSN: A/F
Print ISSN: 2250-348X
doi: 

Perceived Informativeness of Viral Marketing Messages: A Case  Study of Panjab University
Neha Gulati1,Pushpa Guru2and Indu Goyal3

1Assistant Professor, University Business School, Panjab University, Chandigarh.
2 Student, MBA (HR), University Business School, Panjab University, Chandigarh.

Corresponding author email id:

Received:
17 Oct 2018

Accepted:
17 Nov 2018

Online Published:
25 Dec 2018

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ABSTRACT

Aim: To explore the influence of Gender, Age and Education Stream {ES) on the Perceived  Informativeness of Viral Marketing Messages (PIVMMJ. The intent is to find prominent Jactor(s) that  influence different modes a/Viral Marketing (VM). Methodoloyy: Non-Probability Quota Sampling has been used to gather data of 100 respondents of  Panjab University, Chandigarh. To test the influence of Gender on PIVMM, Mann-Whitney U Test and  mean values have been used. Kruskal-Wallis test has been applied to study whether there is an impact  of Age and ES on PIVMM. Findin9s: Internet Biogs (!BJ has been perceived as the most informative mode. of VM. There is no  influence of Gender and ES on PIVMM. The impactof Age on PIVMM has been established only for Email  and not for other four modes. The respondents of all four ES perceive IB most informative for VM.  

Keywords

 Digital Marketing,lnternetBlogs (!BJ, Social Media (SM), Viral Marketing (VM).