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Beschreibung
The purpose of this study is to explore how commercial and non-commercial viral adverts have an impact on purchase intentions within the automotive industry. In order to reach this aim the following objectives are investigated: the nature of commercial and non-commercial viral adverts, the relationship between these adverts and resulting purchase intentions and the effectiveness of these viral marketing approaches. The Elaboration Likelihood Model (ELM) is used to establish a conceptual relationship between viral adverts and purchase intentions. Qualitative research methods are used to gather empirical evidence on this topic.
Exploring the nature of commercial and non-commercial viral adverts within the automotive industry
Details
| Verlag | AV Akademikerverlag |
| Ersterscheinung | 13. September 2013 |
| Maße | 22 cm x 15 cm x 0.5 cm |
| Gewicht | 125 Gramm |
| Format | Softcover |
| ISBN-13 | 9783639473704 |
| Seiten | 72 |
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