Gender Difference in Consumer Perception towards Online Viral Marketing Communication

Abstract

The advent of social networks, online communities, online videos and emails, blogs, forums etc. provide the ability to distribute information faster than ever before. Advancements in communication technology have given rise to the evolution of a new electronic form of word-of-mouth i.e. Viral marketing communication. Viral marketing is a very effective tool available to the marketers today. Due to the extensive use of Internet in sharing information among young adults, marketers should focus on viral marketing as one of the new sources of marketing. The growth in number of internet users has been dramatic ever since it came to existence. The focus of this study is to analyze the effect of gender on the consumer attitude towards the factors that affect online viral marketing techniques. The study was done on primary data collected through self structured questionnaire based on five point Likert Scale. The data was collected from 201 respondents using non-probability judgemental sampling. Independent sample t-test was applied to find the difference between the perception of male and female towards the factors the affect viral marketing. The study will help the marketing managers to understand the behavior of consumer and tap the right customer in a right way.

Keywords: Consumer Behaviour, Email Marketing, Internet Marketing, Viral Marketing

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