Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 7
First page : ( 140) Last page : ( 152)
Online ISSN : 2249-7307.

A study on consumer awareness and consumer response on viral marketing communication among youngsters

Hari Haran A.V*, Assistant Professor, Kumar S.**, HOD

*RVS Faculty of Management, Kannampalayam, Coimbatore – 641402

**Maharaja Engineering College, Avinashi, Coimbatore

Online published on 4 July, 2012.

Abstract

Viral marketing is a web- and e-mail-based marketing initiative that encourages people to pass along a message. This study conducted in the title of “A STUDY ON CONSUMER AWARENESS AND CONSUMER RESPONSE ON VIRAL MARKETING COMMUNICATION AMONG YOUNGSTERS”. The main objectives of the study are to consumer awareness and consumer response on viral marketing communication among youngsters, to analyze impact of viral marketing on consumer buying behavior among Youngsters and to offer suggestions on the basis of findings.

This study conducted by descriptive research with survey method. The sample method of the study is Non-probability sampling with Convenience sampling type. The major findings of the study are 91% of the respondents do not have own blog and 70% of the respondents are strongly agree with like to stay touch with their friends on social networks. The major suggestion is Social networks are most useful to touch with friends and relatives.

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