engleski

Consumer Perception of Viral Marketing – Example of Croatian Market

Internet marketing has a broad range of activities eligible for promotion and one of them is viral marketing. This form of promotion appears under different names so you can talk about: viral marketing, Word of Mouth Marketing, Buzz Marketing or just Buzz. It is a type of marketing that aims to create ads that will quickly spread through the Internet and thereby gain significant popularity. It is important to note that viral marketing can be realized in any format, on any media or on any Web site. To make viral marketing successful, it is necessary to devise a quality content and the same content focus to a particular demographic group for which the content is created. If we want to achieve the interest of consumers or potential user of a product or service for content that is created, content must intrigue them in a way that recognizes the passion of the one that created the content. The key to a good viral marketing is a good story that requires innovation, creativity and quality of what is offered. The subject and aim of the paper is to explore the perception of the concept of viral marketing by the Croatian consumers on the one hand and the use of such forms of promotion by the Croatian companies on the other. We believe that the results of the present study will contribute to the understanding of viral promotion concept and its acceptance and further development.

Internet marketing, viral marketing, promotion, consumers

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