In recent years, viral advertising has received ample attention from marketers and practitioners due to significant expansion of internet. This research aimed at evaluating the effectiveness of viral advertising. We applied experiment strategy to conduct the study. Students of Mazandaran University constituted the population. Totally 386 students were selected using cluster sampling. The selected sample was equally divided into experiment and control groups. Some viral and some non-viral ads for unfamiliar brands were selected. Viral ads were shown to the experiment group and non-viral ads were shown to the control group. Data was collected through a questionnaire. Reliability of the questionnaire was assessed using Cronbach's alpha. Data was analyzed using SPSS. The results indicate that viral ads significantly lead to more favorable ad attitude, brand attitude, purchase intention and forwarding intention than non-viral ads.
Madhoshi, M., & Rezaee, S. (2013). Evaluating the Effectiveness of Viral Advertising
Using Experimental Design. Journal of Business Management, 5(3), 125-144. doi: 10.22059/jibm.2013.50201
MLA
Mehrdad Madhoshi; Saeed Rezaee. "Evaluating the Effectiveness of Viral Advertising
Using Experimental Design". Journal of Business Management, 5, 3, 2013, 125-144. doi: 10.22059/jibm.2013.50201
HARVARD
Madhoshi, M., Rezaee, S. (2013). 'Evaluating the Effectiveness of Viral Advertising
Using Experimental Design', Journal of Business Management, 5(3), pp. 125-144. doi: 10.22059/jibm.2013.50201
VANCOUVER
Madhoshi, M., Rezaee, S. Evaluating the Effectiveness of Viral Advertising
Using Experimental Design. Journal of Business Management, 2013; 5(3): 125-144. doi: 10.22059/jibm.2013.50201
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