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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

O - Projekt operacniho programu

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

4

Strana od-do

1341 - 1344

Název nakladatele

Neuvedeno

Místo vydání

Neuvedeno

Místo konání akce

Londýn

Datum konání akce

26. 5. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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