Viral marketing: an analysis of its effects on the buying decisions of young consumers
DOI:
https://doi.org/10.51359/2317-0115.2020.246843Keywords:
viral marketing, internet, young consumerAbstract
The continuous technologies’ evolution, powered by the internet, has revolutionized the business world, directly impacting people’s behavior and how they socialize. Thus, a new consumer profile emerges, the “young person”, always connected and influential, in this scenario, viral marketing presents itself as an alternative for companies to promote themselves. The objective was to analyze the effectiveness of viral marketing’s influen-ce on the purchase decision of young consumers. Assuming a quantitative approach of a descriptive character, a study was carried out with 53 young consumers. Among the main results, the high use of the internet and the smartphone by the respondents stands out; a certain distrust in relation to advertisements in general, motivating them to reinforce their opinions through information from the internet, and the groups to which they belong, and a greater propensity in sharing content. The general conclusion is that the popularization of the various Information Technologies, have been impacting on behavior and causing consumer empowerment, this implies that companies must present their campaigns in an honest, fun and creative way, favoring the dissemination of content between groups at the same time which they belong.
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