Effect Of Viral Marketing Research Articles

Increasing Customer Repurchase Intention: The Significance of Product Quality, Viral Marketing, and Customer Experience

This study aims to ascertain how repurchase intention is impacted by product quality, viral marketing, and customer experience. The study population con- sists of customers who have made repeat purchases. A purposive sampling tech- nique is employed, yielding a sample size of 254 individuals and collecting data on customers with recurring transactions. Utilizing SmartPLS, the data analysis method involves a structural equation model. The findings of the study demon strate that the three independent variables customer experience, viral marketing, and product quality significantly influence the dependent variable, repurchase intention. Implementing viral marketing strategies to launch products has suc- cessfully attracted repeat business from customers. Additionally, the experience of consuming the product and the quality of the product itself can also trigger consumers to make repeat purchases. These results underscore the importance of marketing strategies that focus on product quality and customer experience, as well as the effectiveness of viral marketing in enhancing customer loyalty through increased repurchase intentions.

The Effect of Viral Marketing and E-Service Quality on Consumer Buying Interest in Disney+ Hotstar Services

This research was conducted with the aim of determining the influence of Viral Marketing and E-Service Quality on Consumer Purchase Interest in the Disney+ Hotstar Indonesia service. The population in this study is residents who are users or residents who know the Disney+ Hotstar Indonesia Video on Demand service in the Yogyakarta area. This research uses a quantitative approach, with data collection techniques using questionnaires distributed online. The sampling technique used purposive sampling with a sample of 180 respondents. The data analysis used in this research is multiple linear regression analysis with the Moderated Regression Analysis (MRA) test which is processed with IBM SPSS Statistics 26.0 software. The results of this research show that Viral Marketing has a positive and significant influence on Consumer Purchase Interest. Meanwhile, E-service Quality has a positive and significant influence on Business Model Innovation. It was also found that organizational risk-taking tolerance is a factor in consumer buying interest. And the Viral Marketing and E-Service Quality variables together have a positive and significant effect on Consumer Purchase Interest.

The Impact of Price Discounts and Viral Marketing on Purchase Intentions in TikTok E-commerce

In the current digital era, the role of social media, especially TikTok, has rapidly evolved and become an integral part of the daily lives of the global community. TikTok, a social network initially focused on short music videos, has transformed into an e-commerce platform that is changing the way we shop. With features like the “yellow cart”, TikTok enables content creators to market products and earn money from their sales. This research aims to determine the influence of viral marketing and discount promotions on purchase intention using a quantitative research method by utilizing a questionnaire in the form of a Google form, which will be distributed to the public by the researcher. This type of research is quantitative with an unspecified or unknown number of respondents. Using the Hair formula, the maximum sample size is 70 respondents for 7 indicators. In this study, the sample size is 70 respondents. The data analysis technique used in this research is multiple linear regression analysis using SPSS version 23 as the data processing tool. The results of this study indicate 37.2% of the variation in Price Discount can be explained by the variables Viral Marketing and Price Discount. the effect of Viral Marketing and Price Discount have a significant influence on Purchase Intention.

Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust

The purpose of this study is to examine the impact of viral marketing and internet celebrity endorsement on impulsive buying behavior through online trust in the context of the Erigo brand. The study utilizes primary data and adopts a quantitative approach with purposive sampling techniques. The study's population includes all consumers who have purchased Erigo products in the city of Bengkulu, totaling 130 respondents. Structural Equation Modeling - Partial Least Squares (SEM-PLS) version 4.0 is employed as the research method. The research findings indicate that viral marketing and internet celebrity endorsement have a positive and significant impact on online trust. However, it was observed that the effect of viral marketing on impulsive buying behavior is not statistically significant, and internet celebrity endorsement has a non-significant negative influence on impulsive buying behavior. Furthermore, the study reveals that online trust has a positive and significant impact on impulsive buying behavior. Additionally, the research results demonstrate that both viral marketing and internet celebrity endorsement significantly influence impulsive buying behavior through the mediator of online trust.

The Effect of Viral Marketing and Online Customer Reviews on Instagram on Purchase Decisions for Mixue Ice Cream in Surabaya

A new ice cream brand from China called “Mixue” appeared in Indonesia recently and made people queue just to taste the ice cream product, even though Mixue is not the first choice of ice cream brand in Indonesia. The researcher wanted to find out the impact of viral marketing and online customer reviews on Instagram on the purchase decision of Mixue ice cream in Surabaya. This study used quantitative methods, with the research subjects being Mixue ice cream consumers in Surabaya and Instagram users. This study involved the participation of 98 people using the non-probability sampling method and purposive sampling as the technique. To collect data, researchers distributed questionnaires online with a Likert Scale. The data would be analyzed using the Partial Least Squares (PLS) method. The results showed that viral marketing had a substantial impact on Mixue ice cream purchase decisions in Surabaya, and online customer reviews had a large impact on Mixue ice cream purchase decisions in Surabaya.

The Influence of Viral Marketing and Product Quality on Purchase Decision on Contemporary Foods, Sang Pisang

This study aims to find out the effect of Viral Marketing on Purchase Decisions for the current food Sang Pisang in Cempaka mas. The second is to determine the effect of product quality on purchasing decisions for Sang Pisang contemporary food in Cempaka Mas. The third is to find out the effect of Viral Marketing and Product Quality on Purchase Decisions for the current Sang Pisang food in Cempaka Mas. This research uses a quantitative approach. The data collection used by researchers is through a questionnaire. The population in this research are people who know Sang Pisang products. Determination of the sample used is a non-probability sampling technique with purposive sampling method. The sample used was 162 respondents with the criteria of respondents coming from consumers who had bought Sang Pisang products. Based on the research that has been done, the researcher can conclude that the Viral Marketing Variable separately (partially) influences purchasing decisions. Product quality variables separately (partially) influence purchasing decisions. Viral marketing variables (X1) and product quality (X2) simultaneously influence purchasing decisions (Y)

Effect of Viral Marketing and Online Consumer Review on Buying Decision with Consumer Trust as an Intervening Variable on Korean Food Tteobokki in the TikTok Shop Application (Case Study on Millennial Generation, Medan Baru District, Medan City)

The purpose of this study to discuss about effect of viral marketing and online consumer review on buying decision with consumer trust as an intervening variable on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation, Medan Baru District, Medan City. This type of research according to the level of explanation is causal associative. The research method in this study is a quantitative method. The population in this study are Millennial Generation consumers who have the TikTok Application who have purchased at least 1 time for Korean Food Tteobokki products at the TikTok Shop Application, Medan Baru District, Medan City, an unknown number. The sampling method used is non-probability sampling. The sampling technique is accidental sampling. The data used is primary data obtained directly from 140 respondents. Questionnaires that were filled in by respondents were analyzed by path analysis, then the Statistical Program for Social Science (SPSS) was used as an analysis tool. The results of this study indicate that viral marketing and online consumer review have a positive and significant effect on consumer trust on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation. Viral marketing, online consumer review, and consumer trust have a positive and significant effect on buying decision on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation. Intervening variable of consumer trust are able to mediate viral marketing and online consumer review on buying decision on Korean Food Tteobokki in the TikTok Shop Application, case study on Millennial Generation. Keywords: Viral Marketing, Online Consumer Review, Buying Decision, Consumer Trust

Pengaruh Viral Marketing, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian MS Glow di Bumi Indah Kabupaten Tangerang

The purpose of this study was to determine the effect of viral marketing, promotion, and service quality partially and simultaneously on purchasing decisions for MS Glow in Bumi Indah, Tangerang Regency. The population in this study were MS Glow consumers in Bumi Indah, Tangerang Regency. The number of samples is 100 respondents using purposive sampling. The testing tool used is SPSS. The results of this study indicate that simultaneously viral marketing, promotion, and service quality variables have a significant effect on purchasing decisions for MS Glow in Bumi Indah, Tangerang Regency, while partially viral marketing and promotion variables have no significant effect on MS Glow purchasing decisions and service quality variables have an effect. significant impact on purchasing decisions for MS Glow in Bumi Indah, Tangerang Regency.

The Role of Viral Marketing in Social Media on Brand Recognition and Preference

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

The Effect of Viral Marketing on Purchase Decision with Customer Trust as Intervening Variable

The study aims to determine the level of influence of viral marketing on purchasing decisions through customer trust in favehotel Hyper Square Bandung. The condition shows more eagerness on their business, the more enhancement on its services. The variables in this study are viral marketing as an independent variable, purchasing decision as a dependent variable, and customer trust as an intervening variable. The used method of this study was a quantitative method with the type of research of descriptive associative with a sample of 400 respondents. The used sampling technique in this study was non-probability sampling. The used methods of data analysis in this research were descriptive analysis method and structural equation modeling (SEM). Data processing was performed by using SmartPLS 3.0 software for Windows. Research Result: (1) Viral marketing variable (X) has an influence significant with intervening variables of customer trust (Z). (2) The effect of intervening variable customer trust (Z)hasn an influence significant on purchase decision (Y). (3) The effect of viral marketing (X) has an influence significant on purchase decision (Y). (4) The indirect effect between viral marketing (X) and purchase decision (Y) through intervening variable customer trust (Z) has a positive indirect effect of 0.296 and t-statistics value of 9.950> 1.96, which means significant.

The Effectiveness of Viral Marketing in American vs. Indian Market Segments

The Effectiveness of Viral Marketing in American vs. Indian Market Segments Manasi Shinde, Paul D. Berger Full Text: PDF DOI: 10.15640/jmm.v8n1a1

Pembentukan Citra Merek Minimarket Melalui Viral Marketing (Studi Kasus Pada Minimarket 212)

Brand image is one of the important aspects of marketing, this also happens to the 212 minimarkets which is being discussed lately. The aims of this study are to understand the role of viral marketing on the formation of brand images and interest in shopping at minimarket 212. This study is qualitative using questi0nonaire as the method of data collection. The population of this research is the general population of Palembang aged 16-69 years who have sufficient knowledge of 212 minimarkets. The result of this study, are as follows: first, that viral marketing has a significant effect on the brand image (Est: 0.426; SE: 0.033; CR: 0.033; P: 000). Second, that viral marketing has a significant effect on behavioral intentions (Est: 0.261; SE: 0.040; CR: 6.538; P: 0.000). Third, that brand image has a significant effect on behavioral intentions (Est: 1,187; SE: 0,067; CR: 17,708; P: 0,000). Thus, the effect of viral marketing on shopping interest in a 212 minimarket has the smallest influence value among other variables which is only 0.26 point. However, with the brand image variable as an intervening variable, the effect is greater up to 0.50 point, this means that brand image which formed through viral marketing get a good response from the public to increase the willingness to shop.

Pembentukan Citra Merek Minimarket Melalui Viral Marketing (Studi Kasus Minimarket 212)

Brand image is one of the important aspects of marketing, this also happens to the 212 minimarkets which is being discussed lately. The aims of this study are to understand the role of viral marketing on the formation of brand images and interest in shopping at minimarket 212. This study is qualitative using questi0nonaire as the method of data collection. The population of this research is the general population of Palembang aged 16-69 years who have sufficient knowledge of 212 minimarkets. The result of this study, are as follows: first, that viral marketing has a significant effect on the brand image (Est: 0.426; SE: 0.033; CR: 0.033; P: 000). Second, that viral marketing has a significant effect on behavioral intentions (Est: 0.261; SE: 0.040; CR: 6.538; P: 0.000). Third, that brand image has a significant effect on behavioral intentions (Est: 1,187; SE: 0,067; CR: 17,708; P: 0,000). Thus, the effect of viral marketing on shopping interest in a 212 minimarket has the smallest influence value among other variables which is only 0.26 point. However, with the brand image variable as an intervening variable, the effect is greater up to 0.50 point, this means that brand image which formed through viral marketing get a good response from the public to increase the willingness to shop.

Towards Sustainability in Viral Marketing with User Engaging Supporting Campaigns

While viral marketing has captured substantial academic and professional interest, the processes that underpin successful viral marketing campaigns remain poorly understood. High competition and pressure for successful campaigns lead to strategies based on persuasion, unsolicited messages, and other techniques that negatively affect brand perception. The need for more sustainable strategies with a limited negative impact on web users is observed. Therefore, the current study examines the effectiveness of viral marketing and a supporting campaign, where the main goal was to increase user engagement and overall campaign performance. Supporting campaigns were evaluated, to determine whether they enhanced viral activity, but without the need for high persuasion or intrusive techniques. Results showed that supporting actions could be integrated with lower performing campaigns to increase their effectiveness. Apart from the main scientific goal that is presented, the study demonstrates how virtual worlds can provide a laboratory-like environment for identifying the processes that underpin viral marketing.

Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

The Public Handshake, the Pushed Gossip and the Healthcare Marketing

Healthcare Marketing for a hospital is challenged by the new tariff system SwissDRG. An ongoing trial in Switzerland shows the idea and effect of viral marketing. The development of a public handshake/pushed gossip strategy is based on the theories of nudge (shift public opinion), constructivistic didactic (provide learning environment) and municipal intelligence (educate community). To be questionized is the bonding from a public hospital to its neighbourhood. With two instruments - teddy clinic for plush pets and kids as a simulated hospital treatment - and Waidfokus+ a series of public presentations about non-medical issues - the deliberately element of disturbance - as the hospital has no children award and is known for its public presentations about medical issues only - is the object of a practical research. The findings provide a first piece of knowledge that unlogical activities attract neighbours never been to the hospital before as well as former patients.

Harness the power of viral marketing in hotel industry: a network discount strategy

PurposeThe purpose of this paper is to focus on the pricing strategy for viral marketing in the context of the hotel industry and propose three typical price‐network size schedules to be tested. The paper further proposes controlled experiments in hotel industry context to examine the performance of those schedules.Design/methodology/approachA simulated hotel booking web site with basic reservation functions will be constructed. Participants should be randomly drawn and asked to encourage their friends from social networks to book with the participant to achieve a better price. Each participant will be given a special promotion code embedded with different pricing information. The number of customers attracted, total revenue and time to achieve a sell‐out was collected after the experiments.FindingsThese were the expected performance differences associated with different network pricing strategies in the viral marketing campaigns.Research limitations/implicationsSince participants do not need to pay for the booking, it is difficult to control their intentions. Also, in the quantity discount scenario, individual preference may not be met.Practical implicationsFirst, this paper proposed the possible pricing strategy to promote the effectiveness of viral marketing in hotel industry. Second, by initiating business with customers directly through viral marketing, hotels can have more control over the inventory and product prices.Originality/valueThrough a better understanding in viral marketing from the perspective of network discount strategies, the marketing opportunities enabled by social networks can be extended. This paper suggests that employing a price‐network size schedule that offers deduction in price as network size increases may be an effective tool in attracting potential customers to make purchases in a timely manner. This paper further suggests experiments to test typical pricing schedules that could be utilized in practices. The proposed experiments can provide a deeper insight into the implementation of viral marketing for hotel managers.

The Impact of Social Networking Websites to Facilitate the Effectiveness of Viral Marketing

The Internet and the World Wide Web have become two key components in today's technology based organizations and businesses. As the Internet is becoming more and more popular, it is starting to make a big impact on people's day-to-day life. As a result of this revolutionary transformation towards the modern technology, social networking on the World Wide Web has become an integral part of a large number of people's lives. Social networks are websites which allow users to communicate, share knowledge about similar interests, discuss favorite topics, review and rate products/services, etc. These websites have become a powerful source in shaping public opinion on virtually every aspect of commerce. Marketers are challenged with identifying influential individuals in social networks and connecting with them in ways that encourage viral marketing content movement and there has been little empirical research study about of this website to diffuse of viral marketing content. In this article, we explore the role of social network websites which has influence on viral marketing, and the characteristics of the most influential users to spread share viral content. Structural equation modeling is used to examine the patterns of inter-correlations among the constructions and to empirically test the hypotheses.