| Abstract [eng] |
Viral advertising is becoming an important part of business, which is considered as the most effective tool to attract consumers’ attention, reduce communication noise, encourage consumers to share advertisement messages with others or even use advertised product. But not always viral advertising is an example of company‘s success story. This leads to more detailed concerning about the impact of emotions evoked by viral advertising on consumer behavior. In theoretical terms this work disclosures key features of viral advertising and the impact of emotions evoked by advertising on consumer buying behavior. The research model was designed and based on this model, the research evaluating Evian mineral water brand’s impact of emotions evoked by viral advertising on consumer behavior was made. In dimensional point of view evoked emotions were determined. Also, during the investigation, attitudes to brand and viral advertisement, intentions to share and buy advertised brand were revealed. |
