An Investigation of the Evaluation of the Viral Marketing Research

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contributions and categorises the published literature according to their objectives, analytical approaches and their contributions to theory. The literature addresses many subjects of study (e.g. E-Marketing, E-Word of Mouth, Social Media, Peer-to-Peer Communications, Viral Marketing, Buzz Marketing, Stealth Marketing, Viral Advertising, Viral Videos and other aligned research areas). The findings illustrated that there are various gaps in the literature that require further investigation. Based on the findings, it is evident that the existing frameworks arising from the literature should be enhanced by the adoption of qualitative approaches that explore how general observations respond to contingent factors. © 2015 by IGI Global. All rights reserved

Online Video Advertisements' Effect on Purchase Intention

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements