{"id":"https://openalex.org/W1634313893","doi":"https://doi.org/10.1109/icacci.2015.7275885","title":"Is Viral Marketing an effective and reliable method of advertising and branding? A perspective of Gen- Y of India","display_name":"Is Viral Marketing an effective and reliable method of advertising and branding? A perspective of Gen- Y of India","publication_year":2015,"publication_date":"2015-08-01","ids":{"openalex":"https://openalex.org/W1634313893","doi":"https://doi.org/10.1109/icacci.2015.7275885","mag":"1634313893"},"language":"en","primary_location":{"id":"doi:10.1109/icacci.2015.7275885","is_oa":false,"landing_page_url":"https://doi.org/10.1109/icacci.2015.7275885","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2015 International Conference on Advances in Computing, Communications and Informatics (ICACCI)","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5004317807","display_name":"Uditi Rawat","orcid":null},"institutions":[{"id":"https://openalex.org/I81556334","display_name":"Amrita Vishwa Vidyapeetham","ror":"https://ror.org/03am10p12","country_code":"IN","type":"education","lineage":["https://openalex.org/I81556334"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Uditi Rawat","raw_affiliation_strings":["Amrita School of Business, Amrita VishwaVidyapeetham(University), Coimbatore, Tamil Nadu, India","Amrita School of Business, Amrita Vishwa Vidyapeetham (University), Coimbatore, Tamil Nadu, India"],"affiliations":[{"raw_affiliation_string":"Amrita School of Business, Amrita VishwaVidyapeetham(University), Coimbatore, Tamil Nadu, India","institution_ids":["https://openalex.org/I81556334"]},{"raw_affiliation_string":"Amrita School of Business, Amrita Vishwa Vidyapeetham (University), Coimbatore, Tamil Nadu, India","institution_ids":["https://openalex.org/I81556334"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5112844059","display_name":"Rajiv Prasad","orcid":null},"institutions":[{"id":"https://openalex.org/I81556334","display_name":"Amrita Vishwa Vidyapeetham","ror":"https://ror.org/03am10p12","country_code":"IN","type":"education","lineage":["https://openalex.org/I81556334"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Rajiv Prasad","raw_affiliation_strings":["Amrita School of Business, Amrita VishwaVidyapeetham(University), Coimbatore, Tamil Nadu, India","Amrita School of Business, Amrita Vishwa Vidyapeetham (University), Coimbatore, Tamil Nadu, India"],"affiliations":[{"raw_affiliation_string":"Amrita School of Business, Amrita VishwaVidyapeetham(University), Coimbatore, Tamil Nadu, India","institution_ids":["https://openalex.org/I81556334"]},{"raw_affiliation_string":"Amrita School of Business, Amrita Vishwa Vidyapeetham (University), Coimbatore, Tamil Nadu, India","institution_ids":["https://openalex.org/I81556334"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5004317807"],"corresponding_institution_ids":["https://openalex.org/I81556334"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.05592322,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":null,"issue":null,"first_page":"1839","last_page":"1842"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9987999796867371,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9987999796867371,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.993399977684021,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12786","display_name":"Innovation and Socioeconomic Development","score":0.9617999792098999,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/perspective","display_name":"Perspective (graphical)","score":0.7959957718849182},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"Viral marketing","score":0.7458820343017578},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5908075571060181},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5021102428436279},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5016436576843262},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.42237409949302673},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.32189178466796875},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.14827516674995422},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.10437333583831787},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.0874740481376648},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.08150413632392883}],"concepts":[{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.7959957718849182},{"id":"https://openalex.org/C187008535","wikidata":"https://www.wikidata.org/wiki/Q204255","display_name":"Viral marketing","level":3,"score":0.7458820343017578},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5908075571060181},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5021102428436279},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5016436576843262},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.42237409949302673},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.32189178466796875},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.14827516674995422},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.10437333583831787},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0874740481376648},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.08150413632392883}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/icacci.2015.7275885","is_oa":false,"landing_page_url":"https://doi.org/10.1109/icacci.2015.7275885","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2015 International Conference on Advances in Computing, Communications and Informatics (ICACCI)","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":3,"referenced_works":["https://openalex.org/W598966580","https://openalex.org/W656527628","https://openalex.org/W6617913973"],"related_works":["https://openalex.org/W3150755883","https://openalex.org/W2346030802","https://openalex.org/W2758801054","https://openalex.org/W3121746932","https://openalex.org/W52156785","https://openalex.org/W2789190731","https://openalex.org/W2074264961","https://openalex.org/W104007660","https://openalex.org/W324811437","https://openalex.org/W2101949473"],"abstract_inverted_index":{"The":[0,160],"world":[1,28],"of":[2,14,51,81,89,92,126,168,190,229,268],"marketing":[3,15,95,119,134,208],"has":[4,103,181,221],"been":[5],"revolutionized":[6],"in":[7,98,138,209,226,266],"recent":[8],"times.":[9],"So":[10],"many":[11,223],"new":[12,224],"methods":[13],"are":[16,40,145,149],"being":[17],"experimented":[18],"with.":[19],"Marketing":[20,58,71],"is":[21,59,65,75,96,111,129,162],"imperative":[22],"for":[23,151],"any":[24],"business":[25],"and":[26,47,78,102,115,141,143,204],"the":[27,36,55,87,124,146,166,182,188,227,234,250,272],"today":[29],"focuses":[30],"on":[31,86,158,165,206],"gaining":[32,66],"more":[33,261],"attention":[34],"from":[35],"customers,":[37],"where":[38],"people":[39,171],"rigorously":[41],"trying":[42],"to":[43,54,130,175,211,243,252,263,271],"find":[44],"out":[45,53],"effective":[46,139],"cost":[48],"saving":[49],"techniques":[50],"reaching":[52],"customers.":[56],"Viral":[57,70,94],"also":[60],"one":[61],"such":[62],"technique":[63],"which":[64,258],"popularity":[67],"these":[68],"days.":[69],"if":[72,107,132],"done":[73],"effectively":[74],"a":[76,104,112,118,153,191,213],"cheap":[77],"fast":[79],"means":[80],"marketing.":[82],"Primarily":[83],"it":[84],"works":[85],"principle":[88],"\u201cElectronic":[90],"Word":[91],"Mouth\u201d.":[93],"still":[97],"its":[99],"nascent":[100],"stage":[101],"huge":[105],"potential":[106],"researched":[108],"extensively.":[109],"There":[110],"high":[113],"uncertainty":[114],"unpredictability":[116],"about":[117,216,233],"campaign":[120,242],"going":[121],"viral.":[122,245],"Hence,":[123],"purpose":[125],"this":[127,178,217],"study":[128,161,220,247],"explore":[131],"viral":[133,207,230],"can":[135],"really":[136],"help":[137,249],"advertising":[140],"branding,":[142],"what":[144],"elements":[147,237],"that":[148,238],"essential":[150],"making":[152],"content":[154],"go":[155,244],"exponentially":[156],"popular":[157],"internet.":[159],"specifically":[163],"focussed":[164],"perception":[167],"Gen-Y":[169],"i.e.,":[170],"born":[172],"between":[173],"1977":[174],"1994,":[176],"as":[177],"population":[179],"segment":[180],"most":[183,235],"active":[184],"internet":[185],"users.":[186],"With":[187],"use":[189],"structured":[192],"questionnaire":[193],"conducted":[194],"with":[195,255],"128":[196],"respondents":[197],"within":[198],"India,":[199],"we":[200],"analysed":[201],"their":[202,269],"responses":[203],"perspectives":[205],"order":[210],"develop":[212],"deeper":[214],"understanding":[215],"topic.":[218],"This":[219,246],"generated":[222],"insights":[225],"area":[228],"marketing,":[231],"especially":[232],"important":[236],"enable":[239],"an":[240],"ad":[241],"might":[248],"marketers":[251],"come":[253],"up":[254],"better":[256],"campaigns":[257],"would":[259],"have":[260],"possibility":[262],"become":[264],"successful":[265],"terms":[267],"reach":[270],"consumers.":[273]},"counts_by_year":[{"year":2021,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
