Going Viral for a Greener Future: How to Harness the Power of Active Viral Marketing in Green Product Campaigns ()
ABSTRACT
This study examines the effectiveness and potential
benefits of active viral marketing over traditional viral marketing methods in
promoting green products. This study identifies the factors that influence
people’s willingness to purchase green products and the impact of others on
their purchasing decisions. In addition, this study proposes a more efficient
approach by categorizing customers using demographic data to overcome
computational challenges in active viral marketing. The present study
contributes to the field of green marketing by demonstrating the potential of
active viral marketing as an attractive method for marketing various green
products. This study investigates the role of gender, academic degree, age, and
favorite social network in the marketing of green products using active viral
marketing. A descriptive survey method was adopted, and data were collected
through library research, electronic sources, and a Likert scale questionnaire.
Face validity and reliability were evaluated using Cronbach’s α test. Data analysis and identification of factors
affecting green product purchase were performed using the decision tree
algorithm. The findings of this study provide valuable insights into the
relationships among demographic variables, social network preferences, and
various aspects related to green product marketing. No significant relationship
was observed between gender and favorite social network, which is consistent
with previous studies. However, there was a significant relationship between
age and the favorite social network, indicating that they depended on each
other. This study highlights the potential of active viral marketing to
increase product acceptance rates and offers a more efficient approach through
customer categorization based on demographic data. These findings impact
marketers and practitioners in the development of targeted marketing campaigns
for green products. This study contributes to our understanding of the
effectiveness and relevance of active viral marketing in the context of green
marketing. In conclusion, this study demonstrates the importance of active viral
marketing in green product promotion. This study identifies the influence of
demographic variables and social network preferences on people’s willingness to
purchase green products. The findings of this study provide valuable insights
for marketers and contribute to the field of green marketing by showcasing the
potential of active viral marketing as an effective marketing strategy for
various products, including green products.
Share and Cite:
Saeidi, S. and Hollensen, S. (2023) Going Viral for a Greener Future: How to Harness the Power of Active Viral Marketing in Green Product Campaigns.
American Journal of Industrial and Business Management,
13, 1395-1434. doi:
10.4236/ajibm.2023.1312077.
Cited by
No relevant information.