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Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials - Empirical study

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dc.title Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials - Empirical study en
dc.contributor.author Mudrík, Martin
dc.contributor.author Rigelský, Martin
dc.contributor.author Gavurová, Beáta
dc.contributor.author Bačík, Radovan
dc.contributor.author Fedorko, Richard
dc.relation.ispartof Innovative Marketing
dc.identifier.issn 1814-2427 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2020
utb.relation.volume 16
utb.relation.issue 3
dc.citation.spage 14
dc.citation.epage 25
dc.type article
dc.language.iso en
dc.publisher LLC CPC Business Perspectives
dc.identifier.doi 10.21511/im.16(3).2020.02
dc.relation.uri https://businessperspectives.org/innovative-marketing/issue-358/comparison-of-influence-of-selected-viral-advertising-attributes-on-shopping-behavior-of-millennials-empirical-study
dc.subject viral marketing en
dc.subject guerilla marketing en
dc.subject purchase intention en
dc.subject customer perception en
dc.subject Millennials generation en
dc.subject Slovak Republic en
dc.subject partial least squares regression en
dc.description.abstract The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers' consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns - the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975-2000) - social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants' availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009877
utb.identifier.obdid 43881235
utb.identifier.scopus 2-s2.0-85090204509
utb.identifier.wok 000856546800002
utb.source j-scopus
dc.date.accessioned 2020-09-15T13:41:16Z
dc.date.available 2020-09-15T13:41:16Z
dc.description.sponsorship [VEGA 1/0694/20]; [VEGA 1/0609/19]
dc.rights Attribution 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Gavurová, Beáta
utb.fulltext.affiliation Martin Mudrik, Martin Rigelsky, Beata Gavurova, Radovan Bacik, Richard Fedorko Martin Mudrik, Lecturer, Faculty of Management, Department of Marketing and International Trade, University of Prešov, Slovakia. Martin Rigelsky, Doctoral student, Mgr., Faculty of Management, Department of Marketing and International Trade, University of Prešov, Slovakia. Beata Gavurova, Professor, Ing., Ph.D., MBA, Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University in Zlín, Czech Republic. Radovan Bacik, Doc. PhDr., Ph.D., MBA, LL.M., Associate Professor, Faculty of Management, Department of Marketing and International Trade, University of Prešov, Slovakia. Richard Fedorko, Mgr., Ph.D., Associate Professor, Faculty of Management, Department of Marketing and International Trade, University of Prešov, Slovakia.
utb.fulltext.dates Received on: 30th of April, 2020 Accepted on: 15th of June, 2020 Published on: 14th of July, 2020
utb.fulltext.sponsorship This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.
utb.wos.affiliation [Mudrik, Martin; Rigelsky, Martin; Bacik, Radovan; Fedorko, Richard] Univ Presov, Fac Management, Dept Mkt & Int Trade, Presov, Slovakia; [Gavurova, Beata] Tomas Bata Univ Zlin, Fac Management & Econ, Ctr Appl Econ Res, Zlin, Czech Republic
utb.scopus.affiliation Faculty of Management, Department of Marketing and International Trade, University of Prešov, Slovakia; Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University, Zlín, Czech Republic
utb.fulltext.projects VEGA 1/0694/20
utb.fulltext.projects VEGA 1/0609/19
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou Centre for Applied Economic Research
utb.identifier.jel M31
utb.identifier.jel M37
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