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Description
  • This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson's Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found.
  • This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson's Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found. (en)
Title
  • Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population
  • Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population (en)
skos:prefLabel
  • Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population
  • Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population (en)
skos:notation
  • RIV/47813059:19520/14:#0002800!RIV15-MSM-19520___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • O
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http://linked.open...aciTvurceVysledku
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http://linked.open...iv/duvernostUdaju
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  • 53438
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  • RIV/47813059:19520/14:#0002800
http://linked.open...riv/jazykVysledku
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  • internet advertising; internet population; promotion; marketing communication; viral advertising; viral video (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [5F567632B689]
http://linked.open...v/mistoKonaniAkce
  • Londýn
http://linked.open...i/riv/mistoVydani
  • Neuvedeno
http://linked.open...i/riv/nazevZdroje
  • ICBEFSM 2014 : XII International Conference on Business, Economics, Financial Sciences and Management
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • KLEPEK, Martin
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
issn
  • 1307-6892
number of pages
http://purl.org/ne...btex#hasPublisher
  • Neuveden
http://localhost/t...ganizacniJednotka
  • 19520
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