Postmodern Discourse in Digital Advertising

In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic “Buy it!” expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of “Deneysel bankacılık,” the use of postmodern marketing in digital advertising will be evaluated.

TRUST ON VIRAL ADVERTISING MESSAGES AND ITS IMPACT ON CONSUMERS ATTITUDE

The purpose of this paper is to contribute to the growing body of research on viral advertising messages which is based on viral marketing, while concentrating on trust of viral advertising messages and its effect on consumer attitude. The population of this study is who purchased products through viral advertising in Chennai city, the sample is 635 respondents. In order to measure the variables used in this research, a questionnaire was used. Also, Statistical methods were used for the analysis of final descriptive and inferential statistics. The findings showed that there is a significant relationship between the trust on viral message and consumer attitude.

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.

Viral Marketing – Strategies For Business Promotion

Viral advertising utilizes electronic interchanges to trigger brand messages all through a far reaching system of purchasers. The procedure is regularly depicted as an arbitrary ground-up wonder over which advertisers have little control. In any case, an examination of fruitful viral showcasing cases distinguishes various procedures supporting this disordered wonder, giving knowledge into how advertisers can utilize it to position their brands, change their picture, and increment selection rates. With the development and advancement of the Web, electronic associate - to – peer referrals have turned into a critical wonder, and advertisers have attempted to abuse their potential through viral showcasing effort. In the meantime, spam and email based infections have jumbled electronic correspondences, making viral showcasing effort tricky and testing to convey. In this paper, the scientist attempted to distinguish the cause of viral showcasing, viral advertising in India, its significance, its components, focal points and inconveniences of viral showcasing and viral promoting methodologies to advance the business.

Viral Marketing and Its Creation

The article deals with theoretical and practical aspects of viral marketing. Based on the analysis of theoretical material, as well as practical knowledge about this topic, a number of measures for the development and creation of viral advertising were proposed.