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The impact of viral adverts on purchase intentions


Marketed By :  AV Akademikerverlag   Sold By :  Kamal Books International  
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  • Product Description

The purpose of this study is to explore how commercial and non-commercial viral adverts have an impact on purchase intentions within the automotive industry. In order to reach this aim the following objectives are investigated: the nature of commercial and non-commercial viral adverts, the relationship between these adverts and resulting purchase intentions and the effectiveness of these viral marketing approaches. The Elaboration Likelihood Model (ELM) is used to establish a conceptual relationship between viral adverts and purchase intentions. Qualitative research methods are used to gather empirical evidence on this topic.

Product Specifications
SKU :COC64647
AuthorRitika Bargoti
Number of Pages72
Publishing Year2013-09-13T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandAV Akademikerverlag
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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