IMPACT OF VIRAL MARKETING MESSAGES ON CONSUMER PURCHASE

INTENTION

_____________________________

A Thesis

Presented to

Niels Brock Copenhagen International Business College

American B.Sc. in Business Administration

Copenhagen, Denmark

____________________________

In Partial Fulfilment

of the Requirements for the Degree

American B.Sc. in Business Administration

____________________________

By

Md Rakib Hassan

June 2018

Keywords: Viral Marketing, Viral Marketing Messages, Purchase Intention,

Quantitative Data Analysis, Survey, Denmark

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ABSTRACT

Viral marketing is a newer version of “Word-of-mouth” paradigm. In present days, for

retailers who intend to promote their products in market through various online marketing

strategies, viral marketing strategy has been one of the most referred implications. A strong

effect of viral marketing messages towards the consumers is widely establish by many

researchers in order to purchase the products. It is very important for the marketers to

understand the significance of viral marketing messages towards consumer purchase

intention. Therefore, in this research, a questionnaire of entertaining, informative and

credible viral marketing messages was asked from 100 respondents to examine the

significance of viral marketing messages on consumer purchase intention. In addition, to

examine consumer purchase intention, questions were asked to the same 100 respondents to

evaluate the level of agreement and disagreement to related statements. Through the honest

responses by the respondents, the study concludes with probable suggestions for the retailers

who intend to introduce their products in market through viral marketing messages.
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ACKNOWLEDGEMENT

All the writings and efforts are dedicated to my elder sister Lucky Akter, who is not

among us anymore. Thanks to my parents for being so caring like shadow although staying

thousands of miles away. Their motivation and strength has helped me to come this far.

I would like to thank all my honourable teachers, Dean of Academic Affairs, Dean

of Student Affairs and classmates for being so supportive and motivative with every step of

difficulties during the study period. I utterly grasp the supervision of Dr. Elham Rahbar

during the thesis writing and courses taken on previous semesters. Her honest and

appropriate opinions regarding the study has helped me to reach at the level where I expected

the study to be.

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Table of Contents
ABSTRACT……………………………………………………………………………i
ACKNOWLEDGEMENT……………………………………………………………..ii
LIST OF TABLES……………………………………………………………………..v
CHAPTER 1
Introduction…………………………………………………………………….1
1.1 Background of Study……………………………………………………….1
1.2 Problem Statement…………………………………………………………2
1.3 Research Objective………………………………………………………...3
1.4 Structure of the study……………………………………………………....4
CHAPTER 2
Literature Review
2.1 Viral Marketing……………………………………………………….……5
2.1.1 Principles of Viral Marketing…………………………………………….6
2.1.1.1 Giving Away Products or Services………………………….….6
2.1.1.2 Provides for Effortless Transfer to Others……………………...6
2.1.1.3 Scales Easily from Small to Very Large……………………......7
2.1.1.4 Exploits Common Motivations and Behaviours………………..7
2.1.1.5 Utilizes Existing Communication Networks…………………...7
2.1.1.6 Takes Advantage of Other’s Resources………………………..7
2.1.2 Factors Creating Viral Marketing Messages a Value………………….…8
2.1.3 Advantages and Disadvantages of Viral Marketing……………………...8
2.2 Viral Marketing Messages……………………………………………….…9
2.3 Purchase Intention……………………………………………………….….9
CHAPTER 3
Methodology
3.1 Research Design…………………………………………………………...11
3.2 Quantitative Data Collection……………………………………………....12
3.3 Variables and Measures………………………………………………..…..12
CHAPTER 4
Findings and Data Analysis……………………………………………………14
4.1 Respondent’s Profile……………………………………………………….14
4.2 Descriptive Analysis of Variables………………………………………….16
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4.3 Regression Analysis……………………………………………………….18

4.4 Reliability Test…………………………………………………………….19
CHAPTER 5
Discussions and Implications
5.0 Purpose of the Study………………………………………………………20
5.1 Summary of Study………………………………………………………...20
5.2 Summary of Findings……………………………………………………...22
5.3 Discussion…………………………………………………………………22
5.4 Recommendation for Marketers…………………………………………..24
5.5 Limitation and Recommendation for Future Research……………………25
5.6 Conclusion…………………………………………………………………25
REFERENCES………………………………………………………………………..27
APPENDIX A: SURVEY QUESTIONNAIRE………………………………………31
APPENDIX B: RESULTS……………………………………………………………33
PROOFREADING CHECKLIST…………………………………………………….35
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LIST OF TABLES

Table 1: Demography of Respondents………………………………………………....15

Table 2: Descriptive Analysis for Independent Variable……………………………...17
Table 3: Descriptive Analysis for Dependent Variable ………………………………..17
Table 4: Regression Analysis………………………………………………..................18
Table 5: Cronbach’s Alpha………………………………………………......................19
Table 6: Survey Questionnaire…….………………………………………………........31
Table 7: Results………………………………………………........................................33
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CHAPTER 1

Introduction

Viral Marketing is a technique of various marketing revolutions. It practices the

social media, email as well as word of mouth to massive enhance the product towards the

customers. The product or content itself acts like a virus (Theresa, 2005). Many researchers

have described viral marketing in various ways. While the fundamental belief of word-of-

mouth marketing is established and accredited (Richins, 1983; Wilson, 1991), the online, as

well as social media, has boosted marketing strategies into viral marketing. In short, viral

marketing is a new form of old school “Word of Mouth Paradigm” (Achrol and Kotler, 1999;

Arnott and Bridgewater, 2002). As marketing investments are growing day by day in digital

world, marketers tend to understand the outcomes of new and innovative marketing ideas

like viral marketing on consumer intention to purchase (Trivedi, 2017).

1.1 Background of Study

Viral marketing strategy is an informal strategy as a whole. Usually, this aggressive

marketing strategy is implemented through internet surface such as YouTube, Facebook,

Instagram etc. (Woerndl, Papagiannidis, Bourlakis and Li, 2008). It spreads a content like a

virus throughout the users who find it exciting or worth of sharing. Henning et al (2004)

established that word of mouth tradition works faster on online media. Godes and Mayzlin

(2005) established that there is a huge effect of WOM (word of mouth) communication on

product purchase and sale. Many internet surfers, especially in social media, share their

innovative ideas and thoughts through various ways. Some create videos which get million

views. Some also creates some products goes viral towards different group (age, type,

genders etc.) of people. It is recognized by Google in 2006 that YouTube at that year was

worth of 1.65 billion USD because of the popularity of the contents shared by the users
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(BBC, 2006a). Kumar (2016) has established that viral marketing strategy ensures the fastest

information transfer in terms of advertising among the customers along with low cost.

Trivedi (2017) and Dasari et al. (2010) established that viral marketing has exponential effect

on consumer behaviour on viral message and retail product in various parts of Asian market.

Therefore, it is very important for the Danish marketers who intend to use or are already

using viral marketing strategy to promote their product into the market need to have an idea

how consumers adopt viral products.

Dasari et al. (2010) established the retail chains should attract the young adults aged

13-25, who do not have full-time employment. They also established that, there is great

possibility for implementing viral marketing to pass on marketing messages of retail chains

to adoptable customers who are young adults (Dasari, 2010). Amiri et al. (2012) established

that the trust effect of viral marketed messages changes the intention to purchase products.

For measuring the purchase power, Trivedi et al. (2017) established a possibility for viral

marketers have a good scope.

In terms of product in viral marketing, it explains that the similar spreading to the

market of the product which is similar to the content shared virally. In the world of

consumers who are attached with internet and social activities are directly attached to the

products (Bush, 2000; Godin, 2000). Therefore, the research intends to several contributions

for the retailers who intend or has already adapted viral marketing strategy to promote their

product in Danish market, a better understanding over the customer intention to pass along

the viral product.

1.2 Problem Statement

As market is growing globally day by day and all kind of retail businesses are seeking

for different group of customers, viral marketing is one of the trendy marketing strategy for
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the businesses. Therefore, retailers in different parts of the world need to understand about

the intention of the consumers at their certain area over viral marketed products.

Many consumers are attracted by free incentives, some customers are attracted by

the unique specifications of product. Also, some customers are affected by the viral messages

in their email or SMS about the product. Therefore, their intention to purchase the product

varies in different perspectives. Leskovec et al. (2007) established that different group of

people from different ages vary in their intention to purchase viral products.

Marketing messages are one of the most significant attributes for the strategies like

viral marketing. A proper message can trigger a consumer’s intention to purchase any

particular product. Hotmail.com was able to attract millions of users by including one

message in every email sent to any recipient. Many researchers have established different

kind of attributes that can attract any kind of consumer’s intention to purchase a product.

Therefore, in this research, the focus is on how viral marketing messages can trigger

consumers’ intention to purchase viral marketed products.

1.3 Research Objectives

This study aims to find a recommendation for the firms who use viral marketing

strategy to introduce their products into market how this strategy is effective for intention of

Danish consumers to buy viral marketed product through viral marketing messages.

1. To identify the Danish consumers’ intention to purchase viral marketed products

through viral marketing messages.

2. To investigate the relationship between viral marketing messages and consumer

purchase intention.
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1.4 Structure of the Study

This research is conducted according to following chapters;

Chapter one contains the introduction of the research. Followed by a problem statement

regarding the thesis question, and research objectives. In this chapter, a short glimpse of how

the question arose, why this research is important and what should be the objectives is stated.

It aims to provide a clear preview or structure of the study, and come up with suitable

direction for the research

A literature review is presented on chapter two. What is viral marketing, what are

viral marketing strategy’s attributes, how it works, what is viral marketing messages,

advantages and disadvantages of viral marketing, purchase intention is described briefly with

references of previous studies. This chapter contains a brief knowledge about the variables

and its actions according to many researchers.

Chapter four contains the data collection, analysis and findings. This chapter also

contains the results of reliability test (Cronbach’s Alpha) results, regression analysis and

respondents profile. In this chapter, an overview of respondents’ input in questionnaire is

shown in different tables.

Chapter five consists of summary of the study, results, and recommendation for the

future researchers and marketers.

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CHAPTER 2

Literature Review

2.0 Introduction

Literature review represents the study of the independent and dependent variables

chosen by the author for the research. To demonstrate the effect of independent variable,

viral marketing messages on consumers intention to purchase viral marketed products past

and recent studies are analysed underneath. To understand the objective of the study and to

validate the proposal, it is important to learn how several researchers has described about

viral marketing, different phases of viral marketing and viral marketing messages. View of

different researchers is discussed in this chapter.

1.4 Viral Marketing

“Viral marketing is more powerful than third-party advertising because it conveys an

implied endorsement from a friend” (Jurveston, 2000). Speaking of viral marketing, always

the revolutionary example of Hotmail comes forward. Hotmail.com was the very first

implication of viral marketing strategy in action. For every email sent through Hotmail, they

included a clickable link that says, “Get your own free Hotmail account.” Whenever an email

receiver received an email and got this link, was able to open a free email account. Thus, it

created a huge number of users in a very short time in 1996. Through that action, Hotmail

laid one of the critical elements of viral marketing as “every customer becomes an

involuntary salesperson simply by using the product” (Jurveston, 2000).

Viral marketing’s working field is online. Mostly popular social media, web mail

services etc. are the base of virality. The content or product that is viral works as like a virus.

It is more like a network virus, that does not affect the system but has exponential effect on
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spreading through the online. It adopts a rapid action towards the various users online and

spreads diversely in different region over the globe. “From an epidemiological perspective,

it was as if Zeus sneezed over the planet” (Jurveston, 2000).

2.1.1 Principles of Viral marketing

According to Wilson et al. (2000), viral marketing has six simple principles.

The principles are,

a. Gives away products or services

b. Provides for effortless transfer to others

c. Scales easily from small to very large

d. Exploits common motivations and behaviours

e. Utilizes existing communication networks

f. Takes advantage of others’ resources.

2.1.1.1 Giving Away Products or Services

Giving away products or services includes free products or services. For example, an online

retailer that sells a product for a certain price but indicates the delivery charges for free. The

word “Free” makes the possibility of the product to go viral. In other way, if the same retailer

puts an item on sale saying, “Just pay the shipping”, creates more possibility of intention for

a customer to buy the product.

2.1.1.2 Provides for Effortless Transfer to Others

Providing effortless transfer to others include the message that a seller includes with the

product. In previous example of outlook, a simple message in every email sent “Get your

free Hotmail account” has ended up 60 million users in one year. Therefore, when a retailer
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includes a message in every purchase of their product saying, “Refer your friend and get

next shipment free” creates more possibility for the product/service go viral.

2.1.1.3 Scales Easily from Small to Very Large

The spreading like a virus towards the consumer may rapidly scalable from small to very

large (Ralf, 2000). Unlikely, if the scales of success go rapidly from small to very large, the

seller must be able to construct the capability of controlling the virality over time. If one

specific product from a retailer goes viral and later on the retailer goes out of supply, it may

cause the virality go down.

2.1.1.4 Exploits Common Motivation and Behaviours

Viral marketing has to have the common attitude to motivate the consumer through common

human motivation (Wilson, 2000). Human motivation that leads their motivation to

accelerate their intention contribute to the viral attitude. It must enhance the consumer to

conceive their possibility to become popular (2000).

2.1.1.5 Utilizes Existing Communication Network

According to social scientists, on average, every person has minimum of 8 to 12 people in

their closely related network. Therefore, viral marketing strategy utilizes the personal

network of the consumer to expand their product popularity (Wilson, 2000). Viral marketing

explores the possibility to reach the maximum possible number of people to enhance the

acknowledgement of the product.

2.1.1.6 Takes Advantage of Other’s Resources

Wilson et al. (2000) phrases, “The most creative viral marketing plans use other’s resources

to get the word out”. Meaning that, the strategy is actually to depend on external resources

to make a product go viral rather than creating one. When one news goes viral on Facebook,
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the virality is based on social media service. Therefore, viral marketing must have a base to

expand the popularity of the product.

2.1.2 Factors Creating Viral Marketing Messages a Value

Ducoffe (1995) has established that the consumers always judge the value of advertising on

three specific basics. The basics are informativeness, entertainment and irritation.

Entertainment is expressed as the enjoyment for the marketing message. Many researchers

has studied on viral marketing to describe the factors that occurs during the viral campaign.

Palka et al. (2009) has studied on understanding the factors that effects on consumer attitude

towards viral marketed products through viral marketing messages. Establishment for the

study focused on entertainment as the prime factor.

2.1.3 Advantages and Disadvantages of Viral Marketing

As a marketing strategy, viral marketing has several advantages. It attracts the

consumers in numerous ways. As viral marketing is an electronic version of “Word of

Mouth”, it also reflects the characteristics of it (Dasari, 2010). Viral marketing as a

marketing strategy was a successful strategy in action was first introduced by Hotmail by

attracting 12 million users and it was one of the fastest growing subscriber base company in

the world. This idea was also imitated by Yahoo and several other email services resulting a

successful outcome. Amazon.com also followed the same strategy to go beyond selling

books, resulting a huge number of affiliations in short amount of time as a retailer. Dasari et

al. (2010) analysed on how viral marketing is attached to the retail market to promote their

products in market. Moreover, they also provided information regarding the attachment of

young people to the viral products on market. Thus, it creates a possibility to enrich market.

Implementation of viral marketing strategy to promote a product has also some

disadvantages. It can cause an organization to get bogged down by legal and ethical issues
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while manipulating the probability of viral marketing as an offensive communication tool

(Dasari, 2010). Dasari et al. referred an example to relate the statement. P&G (Procter &

Gamble) founded a division called ‘Tremor’ back in 2001 to introduce their products in

market in perspective of teenagers in United States. Tremor practised both online and offline

word-of-mouth marketing and by 2002, almost 200,000 teens were recognised by P&G as

‘Connectors’ without unveiling their affiliations. The teenagers who were affiliated we not

trained to market and they were not paid for their works. In return of their works they only

received coupons, discounts, free download and product samples as incentives (Dasari,

2010).

2.2 Viral Marketing Messages

Involvement of message process in viral marketing is very important for advertising

message processing. For viral marketing strategy, an appropriate message structure can

confirm the possibility of virality and absolute acknowledgement for the consumers.

Andrews et al. phrases “Involvement as a construct is best dealt with when it is

conceptualized within a particular domain like advertising message involvement.” A proper

viral marketing message can trigger the intension of a consumer to purchase the product.

Marketing theory models like, “Elaboration Likelihood Model” by Petty et al. (1986) and

“Attitude-Towards-The-Ad” model by Lutz et al. (1985) established that during an

advertising campaign, participants’ level of involvement with the advertising message

triggers the procedure, which indicates the attitudes of a consumer is formed, as well as

changed.

2.3 Purchase Intention

Purchase intention indicates the willingness of a customer to purchase a product. A

consumer’s intention to purchase a product varies in different occasions. Previous

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researchers have studied in what aspects consumers intend to by various type of products.

Ducoffe (1995) researched on how consumers judge the value of a marketing message to

purchase products. The research indicated informativeness, entertainment and irritation as

the major three aspects for consumers intention to purchase. Another study by Palka et al.

(2009) established that entertainment is the most important factor for viral marketing

messages to drag the consumers’ purchase intention towards viral marketed products. Dasari

et al. (2010) examined consumer intention to purchase viral marketed products through

incentivised offers. They summarized that the consumers can be dragged to purchase viral

marketed products if the retailers offer significant offers along with the viral market

messages.
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CHAPTER 3

Methodology

3.1 Research Design

Various research methods could be implemented on the basis of the research.

Different methods of research fetch out the results of the problems in many different ways.

Therefore, it is very important to select a proper research design and methodology to acquire

the proper information and result to make the research reliable. Therefore, a descriptive

analysis was rather suitable when a researcher wants to get information regarding certain age

groups, gender, educational qualification, income level, work status etc. It was rather

inflexible for the researcher than exploratory research and determine the users of certain type

of products, determine the quantity of the people that use the products, or predict the further

demands (Iacobucci and Churchill, 2015). According to previous researches of similar

analysis, qualitative and quantitative research methods are commonly present to analyse and

evaluate the data collection.

The aim of this research was to find the customer intention for buying viral marketed

products in Denmark. Thus, descriptive research method was used to evaluate the customer

intention to purchase the products. One of the characteristic of descriptive research method

is to get the answers of what is going on, focuses on characteristic of certain aged groups or

similarly how different proportion of attendants in the same way (Iacobucci and Churchill,

2015), also discover the relationship between two variables, viral marketed products and

consumer purchase intention. For making the research reliable quantitative method of data

analysis was rather suitable.

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3.2 Quantitative Data Collection

As above, descriptive research analysis was ostensibly suitable for this research. To

apprehend the study purpose and comprehend the collection of research objectives, the

research was designed in quantitative method of data collection.

According to Kent (2007), the particular research design that was being followed in

order to select is known as sample design. Target respondents of the research who were

individual consumers, are from Denmark. Additionally, many respondents who are holding

permanent resident permit and not yet Danish citizen. Also, many respondents who are

Danish brought ups and Danish citizens as well but, are originally different nationalities.

These group of people are also included as Danish consumer.

To achieve the desired data collection, a questionnaire was structured. The

questionnaire was in a very simple and easily understandable English language to make the

respondents understand and answer the most appropriate answers on each section.

Questionnaires were set in three simple sections. Firstly, the viral marketing messages,

secondly intention to purchase viral products, and thirdly demography of respondents.

3.3 Variables and Measures

The variables and measures are very important for a research. In this research, the

variables were selected in three different sections. Section A consists of the viral marketing

messages, Section B was on consumer purchase intention. Finally, in the last section (Section

C) is about the demography of the respondent. The demography section includes the

respondents’ age, gender, income, education etc. of the respondents.

Measurement is the inclusion of numbers to entity in specific way that represents the

quantity of the feature that the object holds (Iacobucci and Churchill, 2015). In section A,
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measurement of viral marketing messages, where seven items were used on Five Point Likert

scale (1=Strongly Disagree to 5=Strongly agree). The statements as items were adapted from

study of Trivedi (2017), who researched on the effect of viral marketing messages on

consumer behaviour. Items are selected in three different attributes of viral marketing

messages. Entertainment, informativeness and credibility are the three major aspects of viral

marketing messages (Trivedi, 2017).

In section B, the questionnaires cover the dependent variable that is intention to

purchase viral products. Additionally, the occasion when the consumers usually intend to

buy the viral products. The ideas of the included elements were adapted from Trivedi (2017).

Through that, respondents will be able to indicate their levels of agree and disagree in a

Likert chart (1=Strongly Disagree to 5=Strongly Agree). Four items are selected for the

section to determine the purchase intentions.

Finally, in Section C, the focus is on the demographic characteristics of respondents.

It includes the age of the respondent, sex, level of education, employment status and earnings

per month in Danish Kroner (DKK).

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Chapter 4

Findings and Data Analysis

4.0 Introduction

The main objective of this research is to find the impact of independent variable viral

marketing messages on dependent variable consumer purchase intention. This chapter

represents the data of the respondents who participated on the survey. Table 4.1 shows the

demographic section of the respondents. The respondents age, gender, education level,

employment status, and monthly income is stated in this section. Table 4.2.1 and 4.2.2

represents the mean value and standard deviation of the respondents on viral marketing

messages and consumer purchase intention accordingly. Table 4.3 represents the R square

and P-value of analysis, and Table 4.4 represents the reliability test results of the two

variables.

4.1 Respondent’s Profile

To obtain the information of the participants, a descriptive analysis was done.

According to Hair et al. (2010), it is a rule of thumbs for the researchers to know the profile

of the respondents to evaluate to judge them with various fact and figures which is the first

step a researcher must consider. Because, it provides a precise numeric data involvement of

who and how many.

Out of the 100 respondents, 41% were female and 59% respondents were male. 60%

of the respondents were aged between 18-27 years old, 22% of them were aged 28-35 years

old, 14% in between 36-50 years old and 4% of the respondents were above 50 years old.

Only 26% of the respondents were students and the rest were employed. 52% of the

respondents were in full-time employment and 21% of the total respondent were employed
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part-time. Only 1% of the respondents were unemployed but none of them were retired. 1%

of the respondent out of 100 earns 6000 DKK. 24% of the respondents earn in between

6,001DKK to 10,000DKK. 28% of the respondents earning 10,001 DKK to 20,000 DKK.

31% of the respondents earning between 20,001 DKK to 30,000 DKK and the rest of 16%

respondent earns over 30,000 DKK per month. The earning limit of the respondents varies

due to part-time and full-time employment. However, 5% of the respondents hold a

secondary level education, and 64% of the respondents holding a bachelor’s degree. 25% of

the respondents are holding a master’s degree and 6% of them are Ph.D. holders.

Table 4.1

Demographic Section

Item Description Frequency Percentage

Gender Male 59 59%

Female 41 41%

Age 18-27 60 60%

28-35 22 22%

36-50 14 14%

50+ 4 4%

Education Primary 0 0%

Secondary 5 5%

Bachelor 64 64%

Masters 25 25%
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Ph.D. 6 6%

Employment Unemployed 1 1%

Employed (Full-time) 52 52%

Employed (Part-time) 21 21%

Student 26 26%

Retired 0 0%

Monthly Earning Below 6000 DKK 1 1%

6,001 to 10,000 DKK 24 24%

10,001 to 20,000 DKK 28 28%

20,001 to 30,000 DKK 31 31%

Over 30,000 DKK 16 16%

4.2 Descriptive Analysis of Variables

To validate the constructs of data collection measurement, mean value and standard

deviation is calculated. A summary of the descriptive analysis is provided in Table 4.2.1 and

4.2.2. On table 4.2.1, descriptive analysis of independent variables is presented with the

mean value and standard deviation. Also, on table 4.2.2 mean value and standard deviation

of dependent variable is presented.

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Table 4.2.1

Descriptive Analysis for Independent Variable: Viral Marketing

Variables Mean Standard Deviation

Consuming and sharing viral messages are enjoyable 3.44 1.048

Consuming and sharing viral marketing messages are 3.35 1.132

entertaining

Consuming and sharing viral messages is exciting 3.10 1.106

Viral marketing messages are a good source of product 3.48 1.105

information

Viral marketing messages provide me with timely 3.13 1.100

information

Viral marketing messages are good source of up to date 3.25 1.107

product information

I trust viral marketing messages 2.95 1.313

Table 4.2.2

Descriptive Analysis for Dependent Variable: Consumer Purchase Intention

Variables Mean Standard Deviation

I would try if a product is viral on social media 3.61 0.963

I would try a product after learning about it through 3.49 0.948

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viral marketing messages

I would buy a product post learning about it through 3.77 0.930

viral marketing messages if I see in store

I would actively search for a product after learning 2.89 1.270

about it through viral marketing messages in order to

purchase it

I would buy a product if a viral marketing message says I 3.83 1.198

will get free incentives for the product

4.3 Regression Analysis

To fetch out the relationship between two variables, simple linear regression analysis

was performed. Table 4.3 shows the p-value 0.00000007743 is lower than 0.05. The p-value

is almost close to 0. That indicates, the two variables are very closely related to each other.

Table 4.3

Regression analysis Table 4.3

Variables R square P-value

Viral marketed product

Consumer purchase intention 0.224 7,74306E-07

Notes: *p< 0.005;<0.01; R square =0.223558; adjusted R square = 0.224

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4.4 Reliability Test

For quantitative data analysis, to evaluate the data on basis of the percentage of

reliability is very important. Reliability of a research contains the consistency, stability and

repeatability of the results. According to Twycross et al. (2004), a research is reliable if the

results have been obtained to be consistent in identical situation but different circumstances.

On Table 4.4, the reliability test of two variable is presented. For the reliability test,

Cronbach’s alpha is used to evaluate the reliability for both variables. According to Hair,

Tomas and Ringle (2016), Cronbach’s alpha is one of the best way to evaluate the reliability

of the variables’ internal consistency.

Table 4.4

Reliability test: Cronbach’s Alpha

Variables Cronbach’s alpha

Viral marketed products 0.79

Consumer purchase intention 0.69

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CHAPTER 5

Discussion and Conclusion

5.0 Purpose of the study

The main objective of the study is to identify the Danish consumers’ intention to

purchase viral marketed products through viral marketing messages and to investigate the

relationship between viral marketing messages and consumer purchase intention. The study

consists of these two variables, viral marketing messages (independent variable) and

consumer purchase intention (dependent variable). Previously many researchers have

worked on different aspects of viral marketing and viral marketed products. In this research,

the aim is to identify the viral marketing messages’ impact on consumer purchase intention.

5.1 Summary of Study

To support the research, descriptive research design was adapted. Data was collected

from 100 respondents through an online survey.

According to descriptive research design, the demographic data from the respondents

help the researcher to argue the results from the previous researchers. According to the

survey, majority of the respondents were male. 59% of the male respondents participated in

the survey and 41% of the female. 60% of the respondents were aged between 18-27. Among

the 100 respondents, 64% of the respondents hold a bachelor’s degree and 52% of the

respondents are employed full-time. Almost all the respondents have a steady income. 24%

of the student respondents are earning 6,001 to 10,000 DKK, 59% of the full-time and part-

time working respondents are earning from 10,000 DKK to 30,000 DKK.

Analysing the descriptive analysis of the demographic section, it is clear that

consumers are aware about the viral marketing messages. Adapted construct of questionnaire
 21

from Trivedi et al. (2017) were of three types; entertaining, informative and credible.

Respondents agrees that consuming and sharing viral marketing messages are enjoyable.

Respondents also agreed that consuming and sharing viral marketing messages are

entertaining. Regarding informative viral marketing messages, respondents agreed that it is

a good source of product information, and also it provides timely information. Respondents

also agreed that viral marketing messages are good source of up to date product information.

However, respondents disagreed about trust on viral marketing messages. In an aggressive

marketing strategy like viral marketing, trust is very important for the marketers and

retailers. If consumers disagree to trust viral marketing messages, it can impact on the

products that are chosen to sell in the market through viral marketing messages.

As stated in Chapter 2, one of the characteristics of viral marketing is “It utilizes the

existing communication network.” Respondents agrees to try a product if it is viral on social

media. Respondents also agrees to try a product after learning about it through viral

marketing messages. According to Wilson et al. (2000), viral marketing provides effortless

transfers to others. Therefore, availability of the product may impact on the consumer to

purchase the product post learning about it through viral marketing messages. Respondents

agreed to buy a product if they see it in stores. However, respondents disagreed to actively

search for a product after learning about it through viral marketing messages. Although

consumers agreed that they would buy a product if a viral marketing message says they will

get free incentives for the product.

5.2 Summary of Findings

An empirical result of the study reflects viral marketing messages as the major

determinants that impact on consumer purchase intention. To evaluate the consistency of

constructed questionnaire developed under viral marketing messages and consumer

 22

purchase intention, Cronbach’s Alpha value is denoted as 0.79 for viral marketing messages

and 0.69 for consumer purchase intention. The reliability and the consistency reflect the

positive impact of viral marketing messages on consumer purchase intention (Table 4.4).

According to the regression analysis of the collected data from respondents, R-square is 0.22.

Which defines how closely the two variables are fitted in the regression line. According to

Cohen et al. (1992), if R-square is greater than 0.13, it is accepted to have a medium impact

and high acceptance. Viral marketing messages impacts 22% of consumer purchase

intention. The rest of 78% depends on other variables. However, P-value of the data analysis

is 7,74306E-07 (0.00000007743) which is very close to 0. That means, viral marketing

messages and consumer purchase intention is closely related to each other.

5.3 Discussion

The study shows a better view of the impact of viral marketing messages on

consumer purchase intention. Empirical results in the study reflect viral marketing messages

is an important variable to create a positive impact on consumer purchase intention.

Carrying out the data collection, a significant data regarding viral marketing

messages was about trusting. Overall respondents disagreed to trust on viral marketing

messages. However, respondents aged between 20 to 28 trusts viral marketing messages.

Dasari et al. (2010) established that the retail chains have to attract the age group of 18-25

to register with their viral marketing web portal by offering various incentivised promotions.

They also established that there is a huge potentiality for implication of viral marketing

messages of retail chains towards potential customers as many young consumers are as

possible. Danish consumers seem to have the same possibility. However, respondents who

are older than 28, seem to find viral marketing messages not trust worthy. Trust has a

significant impact on a consumer’s purchase intention. Previous researchers have established

 23

that trust is a very important factor towards consumer purchase intention. Godin (2001),

Palka et al (2009), and Pickerd et al (2010) established that trust has a significant impact on

consumer purchase intention.

Besides, respondents also disagreed to actively search for a product after learning

about it through viral marketing messages. Trivedi et al. (2017) established that consumers

would actively search for a product if they were informed about it through viral marketing

messages. In Danish market, consumers seem to stay hard regarding marketing messages.

However, consumers agreed to purchase a product after learning about it through viral

marketing messages if they see it in stores. Therefore, it is very important for the retailers to

make sure that the product is available and properly visible in the shops.

Consumer trust issue and actively search for the product may cause a marketing

campaign to go down. According to Amiri et al. (2012) trust issues hold a major impact on

viral marketing. If consumers ignore viral marketing messages, sales of certain products can

go down and can impact on firm’s business. Therefore, a good construct of message setup is

very important to attract the consumers to purchase certain product.

A study by Dasari et al. (2010) established that, in Asia continent, consumers are

attracted to viral products (e.g. retail products). An incentivized viral message can trigger a

consumer’s intention to purchase or even actively search for the product in stores (2010).

However, among the Danish consumer, the respondents had a positive view over

incentivized viral marketing messages. Nevertheless, Danish consumers yet decides to avoid

actively searching for the product learning about it through viral marketing messages. A

geological aspect is visible as a factor for the consumers from different places. Consumers

from different global positions have different attitude towards purchasing product.
 24

According to 4P model (marketing mix), place is one of the most important factors to

implement a marketing strategy.

It is clear that the Danish consumers are influenced by viral marketing messages to

purchase products. Therefore, for the marketers who desires to implement viral marketing

messages in order to market products, many factors must be taken care of.

5.4 Recommendation for Marketers

Viral marketing strategy is being one of the most favourite strategies recognized by

the marketers and viral marketing messages is an effective attribute of it to reach out the

consumers with a proper introduction of a product. As an online marketing tool, viral

marketing strategy is well recognized by the retailers and it has exponential effect on

consumer purchase intention. Marketing costs a firm sizable amount for promotional

activities. However, viral marketing is a cost-effective strategy according to Kirtis et al.

(2011). Therefore, implementing viral marketing strategy can reduce the high cost marketing

tools.

To gain consumer trust and make the consumers actively search for the product is

the prime objective for the marketers in Danish consumer society. Age group is a very

important factor. As majority of the respondents who are aged between 18 to 27 are more

attractable through viral marketing messages. According to the regression analysis of the

study, the R-square is 0.22. That means only 22% of consumer purchase intention is affected

by viral marketing messages. 78% of consumer purchase intention is affected by other

variables. Therefore, marketers can implement newer ideas along with viral marketing

messages that can trigger consumer intention to purchase the products.

Except for viral marketing messages, according to Wilson et al. (2000), viral

marketing provides for effortless transfer to others. A major challenge could be making the
 25

viral marketing campaign mature enough to influence the consumers to pass along the

contents and consumers become the passive marketers for the product. However, place is

also an important factor. Consumers from different part of globe acts differently according

to Dasari et al. (2010). Therefore, as the Danish consumers disagreed to actively search for

the product after learning about it through viral marketing messages for the aged group of

people between 28 to 35, a good scope for marketers can be targeting these people to

purchase viral products.

5.6 Limitations and Recommendation for Future Researchers

As like other studies, this studies also had limitations. Two major limitations that

came up while analysing the research. Firstly, the number of respondents is 100. Which is

acceptable for the analysis. However, to get a bigger view, large number of respondents can

demonstrate more appropriate information. Secondly, the study is conducted only under the

Copenhagen city area. Perception of citizens from other cities may vary. Therefore, future

researchers are recommended to go through different cities of Denmark to evaluate the

overall Danish consumer culture.

Future researchers have a big scope on working many different attributes of viral

marketing. In this study viral marketing messages was a variable. Therefore, future

researchers can focus on trust issues on viral marketing, as in this study, the outcomes of

collected data summarizes Danish consumers disagree to trust viral marketing messages.

5.6 Conclusion

To sum up, the topic impact of viral marketing messages is considered independent

variable and consumer purchase intention is dependent variable. However, throughout the

study it is clear that viral marketing messages have positive impact on consumer purchase

intention although leaving a good scope of other attributes of viral marketing behind. The
 26

empirical study, reliability test and regression analysis (APPENDIX B) show that some of

the attributes of purchase intention that impacted the consumers in different part of the globe,

however does not impact positively on Danish consumer purchase intention. Several

researchers have also worked on similar topic and all of them summarised that viral

marketing messages have a positive impact on consumer purchase intention in many

different ways. Consistency of characteristics of viral marketing is found through literature

review (Chapter 2). For the marketers execute viral marketing strategy as a pioneer for

promotional activity, and retailers who dearth to promote their product in market through

viral marketing, both has a good scope of success through viral marketing messages to

influence the consumers to trigger their purchase intention.

 27

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Dear Respondent,

I am conducting a research Consumer Intention to Purchase Viral Marketed Products

as part of my thesis requirements for B.Sc. degree at Niels Brock. For this reason, I would

greatly appreciate if you could assist me by completing this brief survey. Please complete

the survey based on your honest opinion. All replies will be kept confidential. All gathered

information will be used only for academic research purposes.

Thank you very much for your time and kind assistance. Your response and support are

highly appreciated.

Yours faithfully, Endorsed By,

Md Rakib Hassan Dr Elham Rahbar

B.Sc. In American Business Administration Ph.D. Marketing Assistant Professor

Niels Brock Copenhagen Business College Niels Brock Copenhagen Business College
 31

APPENDIX A: SURVEY QUESTIONNAIRE

Viral marketing is a marketing strategy that intends to make the product go viral in the
market.
Based on the following factors, please indicate how much you agree or disagree according
to the following statements.
Section A: Viral marketing messages

Factors Strongly Disagree Neutral Agree Strongly

Disagree Agree

Consuming and sharing viral 1 2 3 4 5

messages are enjoyable
Consuming and sharing viral 1 2 3 4 5
marketing messages are
entertaining
Consuming and sharing viral 1 2 3 4 5
messages is exciting
Viral marketing messages are 1 2 3 4 5
a good source of product
information
Viral marketing messages 1 2 3 4 5
provide me with timely
information
Viral marketing messages are 1 2 3 4 5
good source of up to date
product information
I trust viral marketing 1 2 3 4 5
messages

Based on the following factors, please indicate how much you agree or disagree with the
following statement.

Section B: Purchase Intention

Factors Strongly Disagree Neutral Agree Strongly
Disagree Agree
I would try if a product is 1 2 3 4 5
viral on social media
I would try a product 1 2 3 4 5
after learning about it
through viral marketing
messages
I would buy a product 1 2 3 4 5
post learning about it
through viral marketing
messages if I see in store
I would actively search 1 2 3 4 5
for a product after
learning about it through
 32

viral marketing messages

in order to purchase it
I would buy a product if 1 2 3 4 5
a
viral marketing message
says I will get free
incentives for the product

Section C: Demography of attendant

1. Your Gender
a. Male
b. Female
c. Other
2. Your age ranges
a. 18-27
d. 28-35
e. 36-50
f. 50+
3. Level of your education
a. Primary
b. Secondary
c. Bachelor
d. Master
e. Ph.D
4. Employment status
a. Unemployed
b. Employed (Full-Time)
c. Employed (Part-Time)
d. Student
e. On retirement
5. Your earning
a. 6.000 to 10.000 DKK
b. 10.001 to 20.000 DKK
c. 20.001 to 30.000 DKK
d. Over 30.000 DKK
 33

APPENDIX B: RESULTS

Table 1

General calculation of mean and variances of Variables

Viral Marketing Messages

SUMMARY Count Sum Average Variance

Column 1 100 344 3,44 1,09737374

Column 2 100 335 3,35 1,28030303
Column 3 100 310 3,1 1,22222222
Column 4 100 348 3,48 1,10060606
Column 5 100 313 3,13 1,20515152
Column 6 100 325 3,25 1,13888889
Column 7 100 295 2,95 1,72474747

Consumer Purchase Intention

SUMMARY Count Sum Average Variance

Column 1 100 361 3,61 0,92717172

Column 2 100 349 3,49 0,89888889
Column 3 100 377 3,77 0,86575758
Column 4 100 289 2,89 1,6140404
Column 5 100 383 3,83 1,43545455

Table 2

Reliability Test of Viral Marketing Messages

ANOVA
Source of
Variation SS df MS F P-value
Rows 387,571429 99 3,91486291 4,83870968 3,0873E-34 1
Columns 22,5542857 6 3,75904762 4,6461244 0,00012538 2
Error 480,588571 594 0,80907167

Total 890,714286 699 Cronbach’sAlpha 0.79

 34

Table 3

Reliability Test of Consumer Purchase Intention

ANOVA
Source of
Variation SS df MS F P-value F crit
Rows 251,638 99 2,54179798 3,17772895 4,0392E-16 1,28460707
Columns 56,448 4 14,112 17,6426731 2,447E-13 2,39447552
Error 316,752 396 0,79987879

Total 624,838 499 Cronbach’sAlpha 0.69

Table 4

Regression Analysis: P-value and R-square

Regression Statistics
Multiple R 0,47281946
R Square 0,22355824
Adjusted R
Square 0,21555369
Standard Error 0,63461596
Observations 99

ANOVA
Significance
df SS MS F F
Regression 1 11,2480056 11,2480056 27,92888127 7,7431E-07
Residual 97 39,0655298 0,40273742
Total 98 50,3135354

Coeffici Standar P- Lower Upper Lower Upper

ents d Error t Stat value 95% 95% 95,0% 95,0%
Intercep 2,05673 0,28398 7,24241 1,0520 1,493104 2,62036 1,49310 2,62036
t 613 495 231 9E-10 6 765 46 765
3,71428 0,45164 0,08546 5,28477 7,7430 0,282024 0,62125 0,28202 0,62125
571 076 068 826 6E-07 96 656 496 656
35