Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study
The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they c...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2020-07-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13808/IM_2020_03_Mudrik.pdf |
| _version_ | 1818340656447225856 |
|---|---|
| author | Martin Mudrik Martin Rigelsky Beata Gavurova Radovan Bačik Richard Fedorko |
| author_facet | Martin Mudrik Martin Rigelsky Beata Gavurova Radovan Bačik Richard Fedorko |
| author_sort | Martin Mudrik |
| collection | DOAJ |
| description | The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns.
Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19. |
| first_indexed | 2024-12-13T15:46:22Z |
| format | Article |
| id | doaj.art-a77cf6ce24c84f40b159dd6cdfbbfc4e |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-13T15:46:22Z |
| publishDate | 2020-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-a77cf6ce24c84f40b159dd6cdfbbfc4e2022-12-21T23:39:41ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262020-07-01163142510.21511/im.16(3).2020.0213808Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical studyMartin Mudrik0https://orcid.org/0000-0002-3215-232XMartin Rigelsky1https://orcid.org/0000-0003-1427-4689Beata Gavurova2https://orcid.org/0000-0002-0606-879XRadovan Bačik3https://orcid.org/0000-0002-5780-3838Richard Fedorko4https://orcid.org/0000-0003-3520-1921Lecturer, Faculty of Management, Department of Marketing and International Trade, University of PrešovDoctoral student, Mgr., Faculty of Management, Department of Marketing and International Trade, University of PrešovProfessor, Ing., Ph.D., MBA, Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University in ZlínDoc. PhDr., Ph.D., MBA, LL.M., Associate Professor, Faculty of Management, Department of Marketing and International Trade, University of PrešovMgr., Ph.D., Associate Professor, Faculty of Management, Department of Marketing and International Trade, University of PrešovThe study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13808/IM_2020_03_Mudrik.pdfcustomer perceptionguerilla marketingMillennials generationpartial least squares regressionpurchase intentionSlovak Republic |
| spellingShingle | Martin Mudrik Martin Rigelsky Beata Gavurova Radovan Bačik Richard Fedorko Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study Innovative Marketing customer perception guerilla marketing Millennials generation partial least squares regression purchase intention Slovak Republic |
| title | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
| title_full | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
| title_fullStr | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
| title_full_unstemmed | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
| title_short | Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study |
| title_sort | comparison of influence of selected viral advertising attributes on shopping behavior of millennials empirical study |
| topic | customer perception guerilla marketing Millennials generation partial least squares regression purchase intention Slovak Republic |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13808/IM_2020_03_Mudrik.pdf |
| work_keys_str_mv | AT martinmudrik comparisonofinfluenceofselectedviraladvertisingattributesonshoppingbehaviorofmillennialsempiricalstudy AT martinrigelsky comparisonofinfluenceofselectedviraladvertisingattributesonshoppingbehaviorofmillennialsempiricalstudy AT beatagavurova comparisonofinfluenceofselectedviraladvertisingattributesonshoppingbehaviorofmillennialsempiricalstudy AT radovanbacik comparisonofinfluenceofselectedviraladvertisingattributesonshoppingbehaviorofmillennialsempiricalstudy AT richardfedorko comparisonofinfluenceofselectedviraladvertisingattributesonshoppingbehaviorofmillennialsempiricalstudy |