Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

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. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

Di̇ji̇tal Çağda Öne Çikan Etki̇leşi̇mli̇ E-Geri̇lla Pazarlama Uygulamalari

“…Digital guerrilla marketing applications were found on the internet and subjected to content analysis as part of this study. Ding and Mai (2016), Khare (2017), and Mudrik et al (2020) conducted content analysis in the study, and visual promotion activities on the internet were evaluated based on guerrilla marketing features. The content analysis took into account the components of interaction (Johnson et al, 2006) and McMillan's (2002) dimensions in addition to the guerilla marketing features.…”

Implementation of Trends in Human Resources Management as a Precondition for Business Performance

“…This fact has significant practical meaning to managers of multinational companies (Minbaeva, 2005) in the field of human resources management because that transfer may also constitute some form of competitive advantage for multinational companies, and thus their other competing companies will not be able to emulate them (Flood, 2003In: Riege, 2007. Schawbel (2014), in his predictions related to trends in the labor market, pointed out the fact that: "While most companies are still trying to focus to understand the specification and the contribution with representants of generation Y, some of the companies are already preparing to invest heavily into generation Z in the form of internships or scholarship for the greatest talents "(those born in 1994-2010, and while the oldest one from this group are already at the universities at that time) (Mudrík et al, 2020).…”