Academic Journal
Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study
| العنوان: | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
|---|---|
| المؤلفون: | Martin Mudrik, Martin Rigelsky, Beata Gavurova, Radovan Bačik, Richard Fedorko |
| المصدر: | Innovative Marketing, Vol 16, Iss 3, Pp 14-25 (2020) |
| بيانات النشر: | LLC "CPC "Business Perspectives" |
| سنة النشر: | 2020 |
| المجموعة: | Directory of Open Access Journals: DOAJ Articles |
| مصطلحات موضوعية: | customer perception, guerilla marketing, Millennials generation, partial least squares regression, purchase intention, Slovak Republic, Marketing. Distribution of products, HF5410-5417.5 |
| الوصف: | The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19. |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English |
| تدمد: | 1814-2427 1816-6326 |
| Relation: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13808/IM_2020_03_Mudrik.pdf; https://doaj.org/toc/1814-2427; https://doaj.org/toc/1816-6326; https://doaj.org/article/a77cf6ce24c84f40b159dd6cdfbbfc4e |
| DOI: | 10.21511/im.16(3).2020.02 |
| الاتاحة: | https://doi.org/10.21511/im.16(3).2020.02 https://doaj.org/article/a77cf6ce24c84f40b159dd6cdfbbfc4e |
| رقم الانضمام: | edsbas.90409FF7 |
| قاعدة البيانات: | BASE |
Full Text Finder | تدمد: | 18142427 18166326 |
|---|---|
| DOI: | 10.21511/im.16(3).2020.02 |