Marketing Viral: uma nova estratégia para influenciar o consumidor.

Abstract

The practice of traditional marketing no longer has the same effects of past decades on the behavior and attitudes of consumers. Given the revolutions and evolutions of information technology, the marketing gains a survival essential for achieving increasingly informed consumers, skeptical and interactive. In this sense, there is viral marketing as a new strategy to infect the public, turning them into contaminants spontaneous advertising piece. Thus, this study aimed to evaluate to what extent viral marketing contributes to increase the purchase intent of consumers for products and their propensity to interact, passing the message along. The method used was exploratory and descriptive. The unity of analysis was the consumer, composed of students and professionals in various fields. The universe involved a list containing 600 contacts. The sample was not probabilistic by convenience and self-generated by obtaining 159 respondents. To collect the data was used an electronic questionnaire. The approach involved the perspectives of the data, both qualitative and quantitative. Between the main results: the virtual network has been part of the daily life; the consumers have on skepticism, distrust and disbelief regarding the marketing pieces broadcast in the media; the trust level increase when the comments are made by people who belong to the individual social circle; the creativity, fun, entertainment, contents, quality and credibility are attributes that should be intrinsic to the video to generate the viral effect; the comments about the advertising piece are more likely to occur when there is a favorable situation; there is the propensity to purchase after viewing the video, however, this decision depends on personal factors, contextual and product; and the main motivational factor to spreading the message was altruism. The main conclusion was that viral marketing can provide a portion of contribution to increasing purchase intent and consumer generate the impetus to share the viral video. However, is important highlight that using this strategy only is not sufficient, requiring that the viral marketing work together with other marketing tools.