A study on impact of viral marketing on consumer's purchasing decisions with reference to college students, tiruchirappalli district
Marketing is a type of activity for selling goods and services. Viral marketing is one of the marketing approaches used by market leaders. Everyone knows well that internet and social media are powerfully used not only for interlinking with friends and family, but also used for the promotion of a product or service. Social and internet media promoting could be a sort of net promoting that involves making and sharing content on social and internet media networks to realise promoting and disapproval goals. The main purpose of this study is aimed to study the impact on viral marketing among the young consumers purchasing decision in Trichy region. The research design adopted for this study is a descriptive research and the data required for this study will be collected by using a well structured questionnaire. The reliability test was conducted by using the Cronbach's alpha analysis and validity test was conducted using the factor analysis. Purposive sampling and judgement sampling methods are to be used as sampling methods. A pilot study was conducted to identify the possibilities to conduct smooth study by using 24 respondents in the study area.