THE ATTITUDES TOWARD APPLICATION OF VIRAL MARKETING IN THE FOOD INDUSTRY IN SERBIA

This paper examines the attitudes toward apllication of viral marketing in the food industry in Serbia. The research consisted of both an extensive theory review and empirical research, including case studies, surveys and in-depth interviews. Viral marketing has been defined as any marketing program (online or offline) that is designed to achieve an exponential growth by spreading marketing effects from customer to customer. The paper’s hypothesis, stating that marketing managers in Serbia have positive attitudes toward the usefulness of viral marketing in the food industry, has been supported by the results of both primary and secondary research. Finally, a number of limitations and risks associated with the viral marketing strategy have been presented, followed by a brief discussion of possible ways to overcome the challenges.


Variant title:
STAVOVI U POGLEDU PRIMENE VIRALNOG MARKETINGA U PREHRAMBENOJ INDUSTRIJI U SRBIJI
Editor(s):
Cvijanovic, Drago
Issue Date:
2013-07
Publication Type:
Journal Article
DOI and Other Identifiers:
UDC 338.43:63 CIP 33:63(497.11) ISSN 0352-3462 COBISS.SR-ID 27671 (Other)
PURL Identifier:
http://purl.umn.edu/152816
Published in:
Economics of Agriculture, Volume 60, Number 2
Page range:
389-402
Total Pages:
14
JEL Codes:
M31
Note:
Review Article
Series Statement:
Economics of Agriculture 2/2013
UDC: 339.138:338.439.02(497.11)




 Record created 2017-04-01, last modified 2017-10-18

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