{"title":"对病毒式广告信息的信任及其对消费者态度的影响","authors":"Arun S. R., A. M","doi":"10.51705/aijbsr.2020.v12i01.006","DOIUrl":null,"url":null,"abstract":"The purpose of this paper is to contribute to the growing body of research on viral\nadvertising messages which is based on viral marketing, while concentrating on trust\nof viral advertising messages and its effect on consumer attitude. The population of\nthis study is who purchased products through viral advertising in Chennai city, the\nsample is 635 respondents. In order to measure the variables used in this research, a\nquestionnaire was used. Also, Statistical methods were used for the analysis of final\ndescriptive and inferential statistics. The findings showed that there is a significant\nrelationship between the trust on viral message and consumer attitude.","PeriodicalId":418685,"journal":{"name":"Annamalai International Journal of Business Studies and Research","volume":"68 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"TRUST ON VIRAL ADVERTISING MESSAGES AND ITS IMPACT ON CONSUMERS ATTITUDE\",\"authors\":\"Arun S. R., A. M\",\"doi\":\"10.51705/aijbsr.2020.v12i01.006\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of this paper is to contribute to the growing body of research on viral\\nadvertising messages which is based on viral marketing, while concentrating on trust\\nof viral advertising messages and its effect on consumer attitude. The population of\\nthis study is who purchased products through viral advertising in Chennai city, the\\nsample is 635 respondents. In order to measure the variables used in this research, a\\nquestionnaire was used. Also, Statistical methods were used for the analysis of final\\ndescriptive and inferential statistics. The findings showed that there is a significant\\nrelationship between the trust on viral message and consumer attitude.\",\"PeriodicalId\":418685,\"journal\":{\"name\":\"Annamalai International Journal of Business Studies and Research\",\"volume\":\"68 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-11-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Annamalai International Journal of Business Studies and Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.51705/aijbsr.2020.v12i01.006\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annamalai International Journal of Business Studies and Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.51705/aijbsr.2020.v12i01.006","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
TRUST ON VIRAL ADVERTISING MESSAGES AND ITS IMPACT ON CONSUMERS ATTITUDE
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.
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