A STUDY ON INFLUENCE OF VIRAL ADVERTISING ON IMPULSIVE BUYING BEHAVIOUR OF CUSTOMERS UNDER E-MARKETING STRATEGIES


Dr. K. Vanaja, Mr. B. Krishna Prasath
HEAD OF THE DEPARTMENT, DR.N.G.P ARTS AND SCIENCE COLLEGE
Abstract
The Purpose of this study is to find the influence of viral advertising on impulsive buying behaviour of customers under E-marketing strategies. Questionnaires were distributed to both men and women who involves more online shopping. Using Convenience Sampling Technique, a total sample of 120 were obtained. The Result showed that viral advertising motivates the impulsive buying behaviour and also customer is aware of viral advertising and E-marketing Strategies.
Keywords: Impulsive Buying, Viral Advertising, E-Marketing Strategies
Journal Name :
EPRA International Journal of Multidisciplinary Research (IJMR)

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Published on : 2021-07-23

Vol : 7
Issue : 7
Month : July
Year : 2021
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