evaluating the effectiveness of viral advertising using experimental design
نویسندگان
چکیده
in recent years, viral advertising has received ampleattention from marketers and practitioners due to significant expansionof internet. this research aimed at evaluating the effectiveness of viraladvertising. we applied experiment strategy to conduct the study.students of mazandaran university constituted the population. totally386 students were selected using cluster sampling. the selectedsample was equally divided into experiment and control groups. someviral and some non-viral ads for unfamiliar brands were selected.viral ads were shown to the experiment group and non-viral ads wereshown to the control group. data was collected through aquestionnaire. reliability of the questionnaire was assessed usingcronbach's alpha. data was analyzed using spss. the results indicatethat viral ads significantly lead to more favorable ad attitude, brandattitude, purchase intention and forwarding intention than non-viralads.
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عنوان ژورنال:
مدیریت بازرگانیجلد ۵، شماره ۳، صفحات ۱۲۵-۱۴۴
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