Article Sidebar

Download
Download PDF

Main Article Content

Abstract

This study aims to evaluate how specific viral advertising elements affect Millennial consumers' purchasing decisions. We completed these two stages to reach our goal: The authors' initial step involved figuring out how the chosen features affected consumers' overall buying habits. Additionally, in the second phase, the effects of two research initiatives will be compared: ABSOLUT's viral campaign and 4KA's guerilla efforts. 360 respondents filled out a questionnaire about a sample of young clients, which provided the data for the analysis. The collaborative and cooperative millennial generation (1975-2000) Technology should only be used for passionate values and adventurous activities. The eight characteristics listed in the survey section of the questionnaire were innovation, relevance, aesthetics, clarity, comedy

Keywords

Viral marketing, Purchase intention, Millennials generation, Guerilla marketing, Customer perception

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Maulana, M. ., & Wahyudin, N. . (2023). Perbandingan Pengaruh Atribut Iklan Viral yang Dipilih Terhadap Belanja Perilaku Generasi Milenial - Studi Empiris. Economics and Digital Business Review, 5(1), 345–357. https://doi.org/10.37531/ecotal.v5i1.975
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Pelsmacker , D., Geuens, P., Anckaert, M., & Pascal. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 49–61.
  2. Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M., & Darley, W. K. (2007). Modeling the Determinants and Effects of Creativity in Advertising. 731-902.
  3. Anusha, G. (2016). EFFECTIVENESS OF ONLINE ADVERTISING. International Journal of Research, 14-21.
  4. Baltes, G. H., & Leibing, I. (2008). Guerrilla marketing for information services? New Library World, 46-55.
  5. Behal, V., & Sareen, S. (2014). GUERILLA MARKETING: A LOW COST MARKETING STRATEGY.
  6. Besemer, P, S., & K, O. (1986). Analyzing Creative Products: Refinement and Test of a Judging Instrument. Journal of Creative Behavior, 115-126.
  7. Dabija, D. -C., Pop, N. A., & Săniuță, A. (2017). Innovation in Do-It-Yourself Retail : an Empirical Study on Generation X among Professional Craftsmen and Consumers. Economics & Sociology, 296-311.
  8. Damasio. (2003). Baruch Benedict Spinoza. Amsterdam: philosopher.
  9. Dinh, T. D., & Khuong, M. N. (2015). The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance.
  10. Dinh, T. D., & Khuong, M. N. (2015). The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance.
  11. Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 143-149.
  12. Eisend , M. (2011). How humor in advertising works: A meta-analytic test of alternative models. Marketing Letters, 115-132.
  13. Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Consumer Marketing, 179-182.
  14. Fong, K., & Yazdanifard, R. (2014). The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing which Influence Online Consumer Behavior. Global Journal of Management and Business Research: E-Marketing.
  15. -Guérin, M. M. (2008). Consumers' Perception of the Creativity of Advertisements: Development of a Valid Measurement Scale. Sage Journals.
  16. Hafer, C. L., & Reynolds, K. L. (1996). Message Comprehensibility and Persuasion: Effects of Complex Language in Counterattitudinal Appeals to Laypeople. 317-337.
  17. Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? Journal of Consumer Research, 475–492.
  18. Isen, A. M., & Shalker, T. E. (1982). The effect of feeling state on evaluation of positive, neutral, and negative stimuli: When you "accentuate the positive," do you "eliminate the negative"? Social Psychology Quarterly, 58.
  19. Ivančíková, L. (2016). 4ka vytiahla do boja proti operátorom nové zbrane.
  20. Jackson, Messick, P. W., & Samuel. (1965). The person, the product, and the response: Conceptual problems in the assessment of creativity. Journal of Personality, 309–329.
  21. Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. JOURNAL OF INTERNATIONAL STUDIES, 9-21.
  22. kusumah, E. P. (2023). Metode penelitian bisnis: analisis data melalui spss dan smart-Pls. sleman: Deepublish.
  23. Levinson, J. C. (2006). Guerrilla marketing during tough times : is your business slowing down? Find out why here! Garden City: Morgan James .
  24. Lindenmeier, J. (2008). Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing. International Joural of Voluntary and Nonprofit Organizations, 43-65.
  25. Lingelbach, D., Anthony, P., & Pitta, D. A. (2012). The emergence of marketing in Millennial new ventures. Consumer Marketing, 0736-3761.
  26. Mehrabian, Russell, A., & A, J. (1974). An approach to environmental psychology. Cambridge: The MIT Press.
  27. MIKUŠOVIČ, D. (2018). Slovenské mamičky, pekné dcéry máte“. Nacionalistov dráždi kampaň na Absolut vodku so speváčkou tmavej pleti.
  28. Naumova, O., Naumova, M., & Bilan, S. (2019). Luxury consumers’ behavior: a cross-cultural aspect. Innovative Marketing, 1-13.
  29. Nufer, G. (2013). Guerrilla Marketing - Innovative or Parasitic Marketing? Modern Economy, 1-6.
  30. Pelsmacker, P. D., Decock, B., & Geuens, M. (1998). Advertising Characteristics and the Attitude towards the Ad - A Study of 100 Likeable TV Commercials.
  31. Pieters, R., Rosbergen, E., & Wedel, M. (1999). Visual Attention to Repeated Print Advertising: A Test of Scanpath Theory. Journal of Marketing Research, 424-438.
  32. Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior. 10th edition. Pearson Prentice Hall.
  33. Scullin, S. S., Fjermestad, J., & Jr, N. R. (2004). E‐relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management. Journal of Enterprise Information Management, 410-415.
  34. The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam. (2015). Tam Duc Din.
  35. Ungerman, O., Dedkova, J., & Gurin, K. (2018). THE IMPACT OF MARKETING INNOVATION ON THE COMPETITIVENESS OF ENTERPRISES IN THE CONTEXT OF INDUSTRY 4.0. Journal of Competitiveness, 132-148.
  36. Vaitkevicius, S., Mazeikiene, E., Bilan, S., Navickas, V., & Sananeviciene, A. (2019). Economic Demand Formation Motives in Online-Shopping. The Engineering Economics, 631-640.
  37. Wallendorf, M., Zinkhan, G., & Zinkhan, L. S. (1981). Cognitive Complexity and Aesthetic Preference. 52-59.
  38. Wilson, R. F. (2000). The Six Simple Principles of Viral