The Viral Effect: Unpacking the Influence of Viral Marketing Campaigns on Generation Z’s Purchase Intentions
The present study aims to investigate the impact of viral marketing messages on Generation Z customers’ attitudes and purchase intentions and identify the critical components of a successful viral marketing campaign. The study highlights the influence of Viral Content Informativeness (VCI), Viral Co...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2025-06-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440251346110 |
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