Abstract
Technology has enabled marketers to use internet for enhancing their marketing efforts in reaching their customers effectively and emciently. This paper examines the effect of humor in a viral marketing campaign on the forward intentions of individuals, mediated by attitude towards message. An experiment was conducted in the classrooms of Public Sector University, on undergraduate and graduate business students, and a questionnaire was personally administered at the end of the experiment to measure post treatment effect on their attitude towards message and forward intentions. The data was analyzed using different statistical tools. The results indicated that there is full mediation effect of attitude towards message on the relationship between humor and forward intentions.
SYEDA MARZIA ZAHRA, MADIHA SHOUKAT, AAMIR KHAN KHATTAK. (2014) IMPACT OF HUMOR ON FORWARD INTENTION OF CUSTOMERS MEDIATED BY ATTITUDE TOWARDS MESSAGE; A CASE OF VIRAL MARKETING, Jinnah Business Review, Volume 2, Issue 1.
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