Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F14%3A%230002800" target="_blank" >RIV/47813059:19520/14:#0002800 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Viral Advertising: Popularity and Willingness to Share Among the Czech Internet Population
Original language 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 evaluatedusing 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.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
ICBEFSM 2014 : XII International Conference on Business, Economics, Financial Sciences and Management
ISBN
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ISSN
1307-6892
e-ISSN
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Number of pages
4
Pages from-to
1341 - 1344
Publisher name
Neuvedeno
Place of publication
Neuvedeno
Event location
Londýn
Event date
May 26, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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