A IMPACT OF HUMOR ON FORWARD INTENTION OF CUSTOMERS MEDIATED BY ATTITUDE TOWARDS MESSAGE; A CASE OF VIRAL MARKETING

Authors

  • SYEDA MARZIA ZAHRA SYEDA MARZIA ZAHRA CUST Author
  • MADIHA SHOUKAT Author
  • WALEED KHAN Author
  • AAMIR KHAN KHATTAK Author

Keywords:

Technology has enabled marketers to use internet for enhancing their marketing efforts in reaching their customers effectively and efficiently. This paper examines the effect of humor in a viral marketing campaign on the forward intentions of individuals, mediated by attitude towards message. An experiment was conducted in the classrooms of Public Sector University, on undergraduate and graduate business students, and a questionnaire was personally administered at the end of the experiment to measure post treatment effect on their attitude towards message and forward intentions. The data was analyzed using different statistical tools. The results indicated that there is full mediation effect of attitude towards message on the relationship between humor and forward intentions.

Abstract

IMPACT OF HUMOR ON FORWARD INTENTION OF CUSTOMERS MEDIATED BY ATTITUDE TOWARDS MESSAGE; A CASE OF VIRAL MARKETING

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Published

2014-01-01

Issue

Vol. 2 No. 1 (2014): Isseu 1 Volum 2 jul 2014

Section

Articles