TRUST ON VIRAL ADVERTISING MESSAGES AND ITS IMPACT ON CONSUMERS ATTITUDE

Abstract

The purpose of this paper is to contribute to the growing body of research on viral advertising messages which is based on viral marketing, while concentrating on trust of viral advertising messages and its effect on consumer attitude. The population of this study is who purchased products through viral advertising in Chennai city, the sample is 635 respondents. In order to measure the variables used in this research, a questionnaire was used. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics. The findings showed that there is a significant relationship between the trust on viral message and consumer attitude.