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

Authors

  • Neha Gulati Assistant Professor, University Business School, Panjab University, Chandigarh.
  • Pushpa Guru Student, MBA (HR), University Business School, Panjab University, Chandigarh.
  • Indu Goyal Student, MBA (HR), University Business School, Panjab University, Chandigarh.

Keywords:

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

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.

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Published

2018-12-12

Issue

Vol. 12 No. 2 (2018): Gyan Management Journal, (Jul-Dec) 2018

Section

Articles

License

Copyright (c) 2022 Neha Gulati, Pushpa Guru, Indu Goyal

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Gulati, N., Guru, P., & Goyal, .I. (2018). Perceived Informativeness of Viral Marketing Messages: A Case Study of Panjab University. Gyan Management Journal, 12(2), 29–39. Retrieved from https://acspublisher.com/journals/index.php/gmj/article/view/500