Title: Viral marketing analysis and evaluation: the case of the Greek consumer market

Authors: Eleni Rouva; Panagiota Lalou; Michalis Skordoulis; Miltiadis Chalikias

Addresses: Department of Business Administration, School of Business and Economics, Piraeus University of Applied Sciences (TEI of Piraeus), Piraeus, Greece ' Department of Business Administration, School of Business and Economics, Piraeus University of Applied Sciences (TEI of Piraeus), Piraeus, Greece ' Department of Business Administration, School of Business and Economics, Piraeus University of Applied Sciences (TEI of Piraeus), Piraeus, Greece ' Department of Business Administration, School of Business and Economics, Piraeus University of Applied Sciences (TEI of Piraeus), Piraeus, Greece

Abstract: The aim of the present study is to focus on the evaluation of viral marketing as a means of promoting goods and services within the Greek consumer market. The study focuses on consumer attitudes and reactions towards viral marketing practices in order to contribute to a better understanding of consumers' behaviour. The major findings indicate that viral marketing is on the rise among Greek companies due to technology development, low cost and its immediacy in transmitting the message. All three explored media of viral marketing, i.e., email, social media and audio-visual means, are of equal importance and equal use among viral marketers and users.

Keywords: consumer behaviour; Greece; viral marketing; consumer attitudes; consumer reactions; email; social media; audio-visual.

DOI: 10.1504/IJECRM.2016.079375

International Journal of Electronic Customer Relationship Management, 2016 Vol.10 No.1, pp.28 - 38

Received: 12 Mar 2016
Accepted: 25 May 2016

Published online: 23 Sep 2016 *

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