A study of viral marketing phenomenon: special reference to videos and E-mails

The purpose of the study is to study about the viral marketing as a phenomenon and thereby observing the consumer behaviour towards e-mails sent by their friends, relatives, marketers and videos recommended or shared on youtube and social networking sites. The research method used here is both exploratory and descriptive. The secondary data for exploratory research was collected from research papers and journals on earlier studies on viral and internet marketing. The primary data collection was done through a survey conducted both in field and online using a questionnaire. The survey used convenience sampling. The responses were collected mainly on a four point Likert Scale. There is a significant effect of demographics like age, profession and education level on consumer behaviour on opening, reading and forwarding of e-mails and sharing or recommending of videos of social networking sites. Those who are in the age group of 16–30 years are more likely to open e-mail having jokes, funny video links, game links, chain letters, job offers etc. While those who are more than 30 years of age are more likely to open mails regarding special offers from companies or social awareness messages. Humorous and informational videos are more likely to be shared. The marketers should send customized e-mails after proper demographic and behavioural segmentation. Above all any web content which is hilarious, provides valuable information and is easy to share can become viral. Viral marketing is a very effective tool available to the marketers today.