Viral Advertising: Popularity and Willingness to Share among the Czech Internet Population
Authors: Martin Klepek
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.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1092459Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1647
 Trends in Internet traffic: January 2011 – February 2013, NetMonitor - Internet Advertising Association, 2013.
 A.M.Kaikati and J.G.Kaikati, "Stealth Marketing: How to Reach Consumers Surreptitiously,” California Management Review, vol. 46,pp. 6-22, 2004.
 T. Smith, J. R. Coyle, E. Lightfoot and A. Scott, "Reconsidering models of influence: the relationship between consumer social networks and word-of-mouth effectiveness,” Journal of advertising research, vol. 47, pp. 387-397, 2007.
 I.-H. Hann, K.-L. Hui, T.S.Lee and I.P.L. Png, "Consumer privacy and marketing avoidance: a static model,” Management Science, vol. 54, pp. 1094-1103, 2008.
 C.H. Cho and H.J. Cheon, "Why do people avoid advertising on the Internet?” Journal of advertising, vol. 33, pp. 89-97, 2004.
 R.A. Kerin, S.W. Hartley and W. Rudelius, Marketing. New York: McGraw-Hill, 2011, pp. 534.
 H. Jahodova and J. Prikrylova, Moderni marketingova komunikace. Prague: Grada publishing, 2010, pp. 265.
 V. Janouch, Internetovy marketing: prosadte se na webu a socialnich sitich. Brno: Computer Press, 2010, pp. 143.
 M. Vastikova, K. Matusinska, J. Vanek, ”The aspects of marketing communication of universities with respect to winning new customers,” Economics and Management, vol. 3, pp. 110 – 116.
 D. Southgate, N.Westoby and G. Page, "Creative determinants of viral video viewing,” International Journal of Advertising, vol. 29, pp. 349-368, 2010.
 S. Cho, J. Huh and R.J. Faber, ”The ingluence of sender trust and advertiser trust on multistage effect of viral advertising,” Journal of advertising, vol. 43, pp. 100-114, 2014.
 L. Porter and G.J. Golan, "From subservient chickens to brawny men: a comparison of viral advertising to television advertising,” Journal of Interactive Advertising, vol.6, pp 26-23, 2006.
 J.-K. Hsei, Y.Ch. Hsei and Y.-Ch. Tang, "Exploring the disseminating behaviors of eWOM marketing: persuasion in online video,” Electronic Commerce Research, vol. 12, pp. 201-204, 2012.
 K. Nelson-Field, E. Riebe and K.Newstead, "The emotions that drive viral video” Australasia Marketing Journal, vol. 21, pp. 205-211, 2013.
 B.Kolb, Marketing research a practical approach. London: SAGE, 2008, pp.206.
 A. Field, Discovering statistics using SPSS. London: SAGE, 2009, pp. 688.