{"title":"Viral Advertising: Popularity and Willingness to Share among the Czech Internet Population","authors":"Martin Klepek","volume":89,"journal":"International Journal of Economics and Management Engineering","pagesStart":1374,"pagesEnd":1378,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/9998218","abstract":"
This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson’s Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found.<\/p>\r\n","references":"[1]\tTrends in Internet traffic: January 2011 \u2013 February 2013, NetMonitor - Internet Advertising Association, 2013.\r\n[2]\tA.M.Kaikati and J.G.Kaikati, \"Stealth Marketing: How to Reach Consumers Surreptitiously,\u201d California Management Review, vol. 46,pp. 6-22, 2004.\r\n[3]\tT. Smith, J. R. Coyle, E. Lightfoot and A. Scott, \"Reconsidering models of influence: the relationship between consumer social networks and word-of-mouth effectiveness,\u201d Journal of advertising research, vol. 47, pp. 387-397, 2007.\r\n[4]\tI.-H. Hann, K.-L. Hui, T.S.Lee and I.P.L. Png, \"Consumer privacy and marketing avoidance: a static model,\u201d Management Science, vol. 54, pp. 1094-1103, 2008.\r\n[5]\tC.H. Cho and H.J. Cheon, \"Why do people avoid advertising on the Internet?\u201d Journal of advertising, vol. 33, pp. 89-97, 2004.\r\n[6]\tR.A. Kerin, S.W. Hartley and W. Rudelius, Marketing. New York: McGraw-Hill, 2011, pp. 534.\r\n[7]\tH. Jahodova and J. Prikrylova, Moderni marketingova komunikace. Prague: Grada publishing, 2010, pp. 265.\r\n[8]\tV. Janouch, Internetovy marketing: prosadte se na webu a socialnich sitich. Brno: Computer Press, 2010, pp. 143.\r\n[9]\tM. Vastikova, K. Matusinska, J. Vanek, \u201dThe aspects of marketing communication of universities with respect to winning new customers,\u201d Economics and Management, vol. 3, pp. 110 \u2013 116.\r\n[10]\tD. Southgate, N.Westoby and G. Page, \"Creative determinants of viral video viewing,\u201d International Journal of Advertising, vol. 29, pp. 349-368, 2010.\r\n[11]\tS. Cho, J. Huh and R.J. Faber, \u201dThe ingluence of sender trust and advertiser trust on multistage effect of viral advertising,\u201d Journal of advertising, vol. 43, pp. 100-114, 2014.\r\n[12]\tL. Porter and G.J. Golan, \"From subservient chickens to brawny men: a comparison of viral advertising to television advertising,\u201d Journal of Interactive Advertising, vol.6, pp 26-23, 2006.\r\n[13]\tJ.-K. Hsei, Y.Ch. Hsei and Y.-Ch. Tang, \"Exploring the disseminating behaviors of eWOM marketing: persuasion in online video,\u201d Electronic Commerce Research, vol. 12, pp. 201-204, 2012.\r\n[14]\tK. Nelson-Field, E. Riebe and K.Newstead, \"The emotions that drive viral video\u201d Australasia Marketing Journal, vol. 21, pp. 205-211, 2013.\r\n[15]\tB.Kolb, Marketing research a practical approach. London: SAGE, 2008, pp.206.\r\n[16]\tA. Field, Discovering statistics using SPSS. London: SAGE, 2009, pp. 688.\r\n","publisher":"World Academy of Science, Engineering and Technology","index":"Open Science Index 89, 2014"}