The Viral Effect: Unpacking the Influence of Viral Marketing Campaigns on Generation Z’s Purchase Intentions

Abstract

The present study aims to investigate the impact of viral marketing messages on Generation Z customers’ attitudes and purchase intentions and identify the critical components of a successful viral marketing campaign. The study highlights the influence of Viral Content Informativeness (VCI), Viral Content Credibility (VCC), and Viral Content Usefulness (VCU) on the Attitudes of Generation Z (ATT). Further, it highlights the influence of Attitudes of Generation Z (ATT) on their Purchase Intentions (PI). The study’s identification of the critical factors of viral message informativeness, credibility, and usefulness can help businesses tailor their campaigns to resonate with their target audience and enhance their brand awareness, credibility, and customer loyalty. The primary data was collected through a structured questionnaire. The survey items were adopted from the literature and were further improved as per the needs of the study. For data collection, a total of 950 questionnaires were distributed. While investigating incomplete responses and multivariate outliers, a total of 652 valid responses were considered for data analysis. For data analysis, researchers employed IBM^® SPSS^® and IBM^® Amos^® software, which are generally employed for CB-SEM. Present study primarily highlights the effect of viral marketing messages on the attitudes and purchase intentions of Generation Z customers. Furthermore, this study contributes as there is scant literature available discussing Indian and Asian perspective. This research adds to the existing body of knowledge and contributes to the practice.

Keywords

attitudes consumer behavior generation Z messages purchase intentions viral marketing campaigns

Introduction

Viral Marketing is defined as “any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence” (Bampo et al., 2008). Unlike traditional marketing strategies, viral marketing depends on people to actively spread messages, which enables passive content engagement. Compared to traditional marketing, viral marketing has a number of benefits, including more accurate targeting, speedier dispersion, increased dependability, and reduced costs (Dobele et al., 2005). Viral marketing has proven a significant role in influencing the attitudes and purchasing intentions of younger consumers in modern business environments. This type of viral marketing application displays how well it may use social media to impact attitudes and buy intentions. This further emphasizes how digital platforms may be used to boost brand visibility and achieve exponential growth. Viral marketing is now extremely important for Generation Z’s attitude formation and transformation, thanks to digital technologies (Khwaja et al., 2020; Singh et al., 2023). Generation Z are those born between 1997 and 2012 (Dimock, 2019). This demographic is known for their status as digital natives who have grown up with extensive access to technology and information, which enables them to acquire and explore more content than previous generations (Chang & Chang, 2023; Nakagawa et al., 2024; Seemiller & Grace, 2017). As such, marketing strategies must be adapted to align with the preferences and behaviors of tech-savvy generation to effectively foster brand recognition and loyalty (Fagerstrøm & Ghinea, 2010). The transition from traditional to digital marketing emphasizes the need for innovative approaches like viral marketing. Godin (2001) describes viral marketing as a “fashionable idea that propagates through a section of the population, teaching and changing and influencing everyone it touches,” reflecting its power to spread rapidly and widely. The internet has diminished barriers to communication, distance, and cultural differences, facilitating swift information sharing (Leskovec et al., 2007).

Numerous researchers have looked into the effectiveness and efficiency of viral content and have argued that viral marketing techniques are more affordable and provide more accurate customer targeting than conventional marketing strategies. Instagram ads are notable examples of viral marketing efforts in the current digital business environment. They effectively leverage the platform’s broad reach to influence consumer behavior. Brands like Nykaa and Sugar have effectively used Instagram features like stories, sponsored posts, and influencer partnerships to create viral marketing promotions that resonate strongly with their target audience. By crafting visually appealing and shareable content, these campaigns capture the attention of users and encourage them to engage and share the content within their own networks, amplifying the brand’s reach and impact. Furthermore, it effectively creates brand awareness and increases purchase intentions (Bampo et al., 2008; Dobele et al., 2005). Fagerstrøm and Ghinea (2010) conducted a study on the effectiveness of online advertising in creating brand awareness and found that it is a more efficient method than traditional advertising. In recent times, the use of viral marketing campaigns has become a popular strategy for businesses to promote their products or services. Businesses are using social media platforms for exciting and appealing viral marketing campaigns, which are helpful in fascinating many prospects at a very low cost. However, the efficacy of these viral marketing campaigns in persuading consumer behavior is still a subject of consideration in the marketing world (du Plessis, 2022). The current research attempts to understand the influence of viral marketing campaigns on the attitude of Generation Z and their purchase intentions. Furthermore, it will be offering implications for marketing professionals so that they can select effective marketing strategies.

Previous researchers have examined the efficacy of viral marketing campaigns on purchase intentions (Sardar et al., 2021). One such study by Hennig-Thurau et al. (2004) found that viral marketing campaigns can positively impact purchase intentions. The study revealed that consumers exposed to effective viral marketing campaigns had a positive outlook toward the product, were likely to share the content, and had a higher intention to purchase the product. Another study by Berger and Milkman (2012) found that viral marketing campaigns that trigger positive emotions, such as cheerfulness or surprise, are more likely to be shared and have an advanced impression on purchase intentions. The study revealed that content that induces positive sentiments has a very high chance of going viral and thereby generating higher engagement which ultimately leads to purchase intentions. However, not all viral marketing campaigns are successful in affecting purchase intentions. A study by Godes and Mayzlin (2004) found that the effectiveness of viral marketing campaigns depends on the product’s nature. The study by V. Bhatt (2012) revealed that products, purchase of products such as household items or electronics, are more likely to be influenced by viral marketing campaigns than hedonic products, such as luxury goods or experiences. Using viral marketing campaigns has become a popular strategy for businesses to promote their products or services.

The current study, which focuses on Generation Z in Indian and Asian contexts, fills a significant and understudied research gap in viral marketing. Although numerous studies focused on viral marketing in Western contexts, there is still a dearth of studies that look at the effects of these tactics on younger demographics in non-Western markets. This disparity is noteworthy since Asian Generation Z displays distinct digital behaviors and cultural quirks that set them apart from their Western counterparts. The current literature primarily represents Western ideas but does not sufficiently address the unique market dynamics caused by the rapid digitalization and socio-economic advances occurring in Asia (Fagerstrøm & Ghinea, 2010; Singh et al., 2023). Additionally, while broad research on viral marketing offers insightful information, it frequently lacks specifics on the impact of certain viral marketing elements, such as the usefulness, credibility, and informativeness of the content on the attitudes and purchase intentions of Generation Z. By providing a thorough analysis of these elements in an Asian setting, this study contributes to the body of knowledge by bridging the knowledge gap highlighting how do cultural and regional factors play role in affecting effectiveness of viral messages. Through the integration of empirical data and a strong theoretical framework, this research offers theoretical insights into viral marketing mechanisms. Additionally, it offers useful takeaways for marketers focusing on Generation Z in a variety of quickly changing marketplaces.

Researchers aim to discover the influence of viral marketing campaigns on consumer buying intention and offer notable comprehensions for marketers to frame effective marketing strategies for their target customers. With the present research work, we object to understanding how viral marketing campaigns influence buyer conduct. The present study mainly emphasizes the factors of viral marketing, such as informativeness, credibility, and usefulness. Through examining these issues, we object to delivering positive comprehension for the efficiency of viral marketing strategies in encouraging customers to take the anticipated action. Sound knowledge of key mechanisms of effective viral marketing campaigns can improve the promotional efforts of industries. The outcomes of this study will be of abundant worth to marketing professionals and industries who are seeking to implement effective marketing strategies that are suitable with their target customers. The present work is structured as follows: Section 2 offers a review of pertinent literature on the research theme. In section 3, the research design and methodology of the study are defined. Section 4 deals with the results and discussions, further tailed by a conclusion, limitations, study implications, and future research directions in the last section.

Literature Review

The current study is based on the theory of the Elaboration Likelihood Model (ELM; Aghakhani et al., 2021; Petty & Cacioppo, 1986). ELM posits that attitudes are formed and changed through two routes: (1) the central route and (2) the peripheral route. In our proposed model, credibility, usefulness, and informativeness of viral messages represent the factors that influence attitude through the central route, where individuals critically evaluate the content. This theory helps explain how these factors directly influence the attitude of Generation Z, which in turn affects their behavior.

Viral Content Informativeness (VCI)

According to Wilson (2000) and Dobele et al. (2005), viral marketing messages have the potential to quickly spread advertising communication to persons, which leads to exponential development, diffusion, and effect. Moreover, it is attained through creative and eye-catching approaches that capture attention and drive possible product sales (Yeo et al., 2020). Purchase intention among consumers can be achieved by developing more reliable and artistic ads (Schiffman & Kanuk, 2009; Sharma et al., 2022). Informativeness plays a critical part in an advertisement’s efficiency, and it includes pertinent and supportive information to fulfill consumers’ changing wants (Noguti & Waller, 2020; Priporas et al., 2017). On the contrary, frustrating information might have an adverse impact on customer’s attitudes (Trivedi, 2017). Motwani and Haryani (2018) explained that brief and perfect information was essential for catching consumers’ consideration in viral messages. Informative messages were vibrant in defining an advertisement’s properties, touching consumers’ outlooks and buying intentions (Amaldoss & He, 2010; Sanad, 2016). Consumers’ outlook toward promotion is inclined by numerous elements, with the main objective being to surge their buying intent. This can be achieved by creating advanced and accountable ads, leading to a preference to buy the product (Schiffman & Kanuk, 2009; Sharma et al., 2022).

Informativeness is a critical part of promotion, and it must include pertinent and supportive data in a promotional message (Noguti & Waller, 2020). Businesses should provide the latest and supportive facts to fulfill their necessities (Amaldoss & He, 2010). Content that includes frustrating facts, such as irritating, abusive, overly controlling, and aggressive information, must be evaded (Trivedi, 2017). The worth of informative content in marketing has already been established. Previous studies have shown that it updates customers about the newest products and how they are better than existing products (Zernigah & Sohail, 2012). If businesses offer informative content in promotional information, it generates a positive buying intention. Information availability and virtual experience have changed consumer attitudes toward Internet apparel shopping and may encourage them to purchase (Sanad, 2016). Therefore, informative messages’ effectiveness in viral marketing affects consumers’ purchase intentions, with the information provided by opinion leaders and market mavens playing a significant role (Zernigah & Sohail, 2012).

Furthermore, generation Z is often referred to as digital natives who has grown up in an era dominated by digital and social media. Their unique upbringing in this technologically advanced environment has significantly shaped their media consumption habits and preferences (Chang & Chang, 2023). Therefore, viral content informativeness (VCI) plays a crucial role in shaping Generation Z’s attitudes because this cohort values information that is engaging and rich in content, and has factual accuracy. Informative viral content provides Generation Z with the knowledge and insights they seek, helping them make informed decisions. Studies have shown that Generation Z prefers clear, concise, and valuable content, which aligns with their quick and efficient information consumption patterns (Ameen et al., 2023; Liu et al., 2023).

Furthermore, this generation is highly skeptical of superficial or misleading content, which makes informativeness a critical factor in gaining their trust and forming positive attitudes. By ensuring that viral marketing messages are informative, businesses can effectively capture the attention and interest of Generation Z. This will result in formation/change in their attitude and drive their purchase intentions. Therefore, based on the discussion above and theoretical underpinnings, the following was hypothesized:

H1 Viral Content Informativeness (VCI) significantly impacts Attitudes of Generation Z (ATT)

Viral Content Credibility (VCC)

The credibility of advertising could be described as consumers’ awareness of the acceptability and reliability of a commercial (Esmaeilpour & Aram, 2016). Compared to other media, customers have less access to social media platforms (Subramani & Rajagopalan, 2003). The source’s credibility refers to the admiration given to the originator, and consumers would not adopt a message they did not believe was authentic (Amaldoss & He, 2010). The source of the message’s credibility intensely impacted the consumers’ outlooks, such as trustworthiness, attention, and purchase intentions toward the brand (Esmaeilpour & Aram, 2016). Zernigah and Sohail (2012) stated that when source credibility had high reliability, this formed a positive impact on viewers and their attitudes toward the brand. As online gossip can negatively impact society and people, social media users are required to pay attention to the facts credibility (Li & Suh, 2015). Consumers observed the online message as less credible unless a well-known brand communicated it (Weismueller et al., 2020). Therefore, it is crucial to design messages that make consumers feel the message’s source is highly credible to succeed in viral marketing (Esmaeilpour & Aram, 2016). Therefore, based on the ELM, the following hypothesis was framed:

H2 Viral Content Credibility (VCC) significantly impacts Attitudes of Generation Z (ATT)

Viral Content Usefulness (VCU)

The main objective of making a commercial for a viral marketing campaign is to notify the target customer about the latest goods or new features of prevailing goods (Kotler & Keller, 2006). Marketers generally incorporate useful elements in their commercials for the viral marketing campaign so that it can transform the customer’s outlook and response as a replication of the information provided (Subramani & Rajagopalan, 2003). According to Chaturvedi et al. (2020), Generation Z people are more generous than the previous generations. They are very quick to pursue and integrate facts and ponder economic, political, and communal issues. Research revealed that Generation Z makes faster online buying decisions than millennials (Chaturvedi et al., 2020). Generation Z individuals, as compared to their earlier generations, would be more creative, work in more companies, and will work till 2074 (Madden, 2019). Generation Z appreciates viral marketing content that is practical, helpful, and adds value to their lives. Usefulness can manifest in various ways, such as providing tips, advice, entertainment, or problem-solving. Research suggests that when viral marketing campaigns deliver useful and relevant content to Generation Z’s interests and needs, it positively affects their attitudes toward the brand and increases their purchase intentions. Therefore, based on the discussion above and the theoretical underpinnings of ELM, we hypothesize:

H3 Viral Content Usefulness (VCU) has a significant impact on the attitude of Generation Z (ATT)

Attitudes of Generation Z (ATT)

Attitudes is essential in marketing research as it relates to customer orientation toward marketing-related concepts such as brand, product, service, and usage (Subramani & Rajagopalan, 2003). Attitudes are formed through direct involvement or observation. With the rise of viral marketing, customers could share their experiences with others on social networks (V. K. Bhatt & Sharma, 2022), which shapes their attitudes toward advertising as a significant indicator of a viral marketing campaign’s effectiveness (Sudarević et al., 2013; Sung, 2021). It was crucial to positively affect the customer’s intellectual aptitude for viral information to make the campaign successful. Generation Z was becoming a lucrative market segment, with a McKinsey report stating that they would account for more than 40 percent of worldwide customers by 2025 (Balchandani et al., 2024).

Compared to Generation Y, Generation Z was more open to compliant diverse perspectives and expressed ideologies, including gender fluidity, more strongly (Hazari & Sethna, 2023). Generation Z is more comfortable networking with individuals with common interests in online communities. However, technology has enabled them to prefer virtual communication over face-to-face conversation (Fatma & Bhatt, 2024), which could compromise essential communication skills such as listening and problem-solving (Schroth, 2019). Generation Z and Millennials preferred immediate feedback and work transparency (Chillakuri, 2020).

Purchase Intentions of Generation Z (PI)

As discussed in the extant literature, understanding purchase intentions, that is, the likelihood of a consumer buying a product or service, is crucial for marketers (Nguyen et al., 2023; Spears & Singh, 2004). Purchase intention has received considerable attention in the literature (Zhao et al., 2023). Extensive research has explored the factors influencing purchase intentions (Hartmann & Apaolaza-Ibáñez, 2012; Spears & Singh, 2004). However, purchase intentions are not solely based on rational considerations. Consumer attitudes, encompassing a person’s beliefs, feelings, and behavioral tendencies toward a product or service, significantly impact their buying decisions. Generation Z, innate mostly between the mid-1990s and mid-2010s, is a fascinating demographic at this glance. Generation Z is raised in a digital age with intensified society and green consciousness (Walters, 2021). Generation Z consumers prefer genuineness, social responsibility and sustainability. These merits profoundly affect their mind about products and brands.

Generation Z’s attitudes significantly influence their purchase intentions due to their distinct values and expectations as consumers. This generation places high importance on authenticity, social responsibility, and brand alignment with their personal values (Kaur et al., 2024). A positive attitude toward a brand, driven by these factors, translates into higher purchase intentions as Generation Z seeks to support brands that resonate with their ideals and lifestyle (Dastane & Haba, 2023). Their attitudes are shaped by their experiences with the brand’s marketing messages, product quality, and overall brand image. Consequently, brands that successfully foster positive attitudes among Generation Z can expect increased loyalty and a higher likelihood of purchase intentions. Companies that align their offerings and marketing messages with Generation Z’s concerns are more likely to capture their attention and, ultimately, their purchase intentions. Therefore, we hypothesize:

H4 Attitude of Generation Z (ATT) have a significant impact on purchase intentions (PI)

Conceptual Model

Based on the literature review and discussion above, we propose the following relationships as depicted in Figure 1.

Figure 1.

Conceptual model

Methodology

Objective and Rationale of the Study

The study aimed to examine how the informativeness, credibility, and usefulness of viral marketing messages affect the attitudes and purchase intentions of Generation Z. As research in this area is scarce (Ameen et al., 2023; Dastane & Haba, 2023), the study’s objective holds significant importance in understanding the impact of these factors on critical concepts such as attitudes toward purchase intentions. Additionally, limited research is available from an Indian and Asian perspective (Aggarwal et al., 2024; Dastane & Haba, 2023), making this study particularly valuable. Although the purpose of viral marketing is to appeal to consumers, the efficacy of this method is still doubtful, and it entails a deep understanding of the backgrounds in which this method works. There is a gap in existing literature related to the impact of viral marketing factors on Generation Z’s attitudes and how Generation Z’s attitudes influence purchase intentions. The research findings can assist marketers in developing effective marketing and digital marketing strategies that resonate with Generation Z. By creating relevant content that captures the attention of this demographic. Marketers can potentially improve their sales and brand image. Overall, the study’s objective and outcomes have implications for academic research and practical applications in the marketing industry.

Data and Sample

The data collection method utilized in the research article was non-probability judgmental sampling. A structured questionnaire was used to gather respondents’ feedback through an online survey, which was deemed the most feasible option to meet the data collection requirements. The conceptual model’s constructs were measured using multiple reflective measures, enabling the researchers to understand the studied variables comprehensively. Before using the final survey instrument, a pilot test was conducted on a sample of 50 respondents to ensure the instrument’s reliability and validity. Before the participants began with the survey, they were fully made aware of the purpose of the study. They voluntarily and willingly participated in the survey, and it was explained to them that they could discontinue the survey at any time without any negative consequences. An online survey was conducted to collect the required data, which generated a response of 75%, that is, out of 950 participants approached, 714 responded to the questionnaire. The data was then cleaned to avoid partial responses, stable responses and outliers. Finally, 652 responses qualified for the data analysis. It was ensured that the quality of data should be suitable for generating universally applicable results with statistical analysis.

Analysis Method and Statistical Tools

Covariance-based structural equation modeling was used to test the collected data. The theoretical model which was devised through the research was tested for its fitness in replicating the covariance matrix. By using the collected data and also testing the hypothesis, the matrix was tested (Hair et al., 2021).CB-SEM is an established tool for evaluating the complex relationship of variables under study (Hair et al., 2017; Kline, 2016). The research was conducted to understand the complex relationship between variables like viral content, informativeness, creditability, and usefulness in the context of attitude toward Generation Z design. Therefore, CB-SEM was found to be the appropriate tool for establishing relationships between the variables under study. The present study using SEM presented a novel addition to the present body of knowledge. These revelations would be useful for researchers and industry practitioners.

For analyzing data under study, software like IBM- SPSS and AMOS were employed. Adherence with the latest guidelines was ensured while using CB-SEM and for interpretation of results (Hair et al., 2021).

The analysis was divided into two phases. In the first phase, the measurement model was tested to establish the validity and reliability of the data. In the second phase, the structural relationships were tested.

Analysis and Results

Demographic Profile

Demographics, as presented in Table 1, play a vital role. The majority of respondents, that is, 54.9%, are male. As the study focuses on Generation Z, all participants are between the ages of 12 and 27, born between 1997 and 2012. 42% of the respondents for the study are from urban areas. On the other hand, 31.3% of respondents are from a semi-urban background, and the remaining 26.7% belong to rural areas. The data shows that most respondents, that is, 95.9%, are married, whereas just 4.1% are single. 22.5% of the respondents had their education till secondary school. 25.5% of respondents completed higher secondary education. 24.2% were graduate/postgraduate, while 11.3% had no formal education. 43.6% of respondents were earning less than 150000 INR per annum. Respondents in the bracket of INR 150,000 to 300,000 were 31.1%. 17.8% earn between INR 300,001 to 450,000 per annum, and only 7.5% of respondents earn an income above INR 450,000 annually.

Table 1.

Demographic Profile of Respondents.

Demographic details		Count	Percent
Gender	Male	358	54.9%
Gender	Female	294	45.1%
Residential area	Rural	174	26.7%
	Urban	274	42.0%
	Semi-urban	204	31.3%
Marital status	Married	625	95.9%
Marital status	Unmarried	27	4.1%
Educational qualification	No education	74	11.3%
	Primary	104	16.0%
	Secondary	147	22.5%
	Higher secondary	169	25.9%
	Graduate and above	158	24.2%
Annual income	Below 150,000	284	43.6%
	150,001–300,000	203	31.1%
	300,001–450,000	116	17.8%
	Above 450,000	49	7.5%

Source. Authors.

Common Method Bias

It is crucial to recognize the scope of common method bias in a research study as the primary data collected through a questionnaire are prone to it (Podsakoff et al., 2003). To assess this bias, the researchers used multiple methods. Primarily, the common latent factor was compared with the standard regression weights to capture the common variance among all observed variables in the model. This analysis revealed there is a difference of <0.2 in standard regression weights. Thus, it was clear that CMB was not present in the data. The next method was Variance Inflation Factor values. Similar results were found in the second method. The inner and outer VIF values were less than 0.2 and 0.3, respectively, which are less than the threshold value of 3.3 (Kock, 2015). Therefore, the model was free from CMB, and the primary data collected was valid and reliable for further analysis.

Measurement Model

Per Table 2, the factor loading for each item was found to be >0.7, which was greater than the suggested limit of 0.7. This indicated the model was fit for further processes. Even the Cronbach’s alpha was well under the acceptable range of more than 0.7. Moreover, the composite reliability (CR) values for all constructs under study were acceptable as they all were higher than the acceptable limit of 0.7. The Average Variance Extracted (AVE) was also under control, showing a value more than the required limit of 0.5. The model hereby satisfies all the required criteria of reliability and validity.

Table 2.

Reliability and Validity of the Measurement Model.

Construct	Items	Factor loading	Cronbach’s alpha	CR	AVE
VCI	VCI_1	0.853	.886	0.887	0.611
	VCI_3	0.847
	VCI_4	0.826
	VCI_5	0.821
	VCI_2	0.766
VCC	VCC_6	0.832	.906	0.906	0.617
	VCC_5	0.828
	VCC_2	0.828
	VCC_1	0.812
	VCC_3	0.803
	VCC_4	0.803
VCU	VCU_3	0.832	.861	0.863	0.561
	VCU_4	0.824
	VCU_1	0.793
	VCU_5	0.791
	VCU_2	0.705
ATT	ATT_1	0.807	.865	0.866	0.619
	ATT_3	0.801
	ATT_4	0.779
	ATT_2	0.778
PI	PI_2	0.851	.896	0.897	0.635
	PI_1	0.841
	PI_4	0.815
	PI_3	0.799
	PI_5	0.799

Source. Authors.

To study the discriminant validity of the constructs, the present study used the Fornell-Larker criterion as suggested by (Fornell & Larcker, 1981). Table 3 presents the discriminant validity of the data. The diagonal values are the square root of the AVE values for every construct, and the off-diagonal values show the inter-construct correlation. The discriminant validity is established as the diagonal values are higher than off-diagonal values (Fornell & Larcker, 1981). Thus, it is established that the model satisfies the discriminant validity criterion.

Table 3.

Discriminant Validity.

Constructs	VCI	VCC	ATT	VCU	PI
VCI	0.782
VCC	0.087	0.786
ATT	0.271	0.314	0.786
VCU	0.111	0.126	0.382	0.749
PI	0.122	0.175	0.472	0.261	0.797

Source: Authors.

Structural Model

T-statistics and the path coefficients are presented in Table 4 below. The constructs VCU, VCC, and VCI have a significant impact on the construct ATT. As presented in the table, the path coefficients are 0.371, 0.281, and 0.219, with corresponding p-value < .001. Moreover, PI is significantly affected by ATT. The calculated path coefficient is 0.478, with a p-value < .001.

Table 4.

Path Coefficients.

Path	Estimate	S.E.	C.R.	P	Label
ATT <— VCU	0.371	0.047	7.892	***	par_22
ATT <— VCC	0.281	0.044	6.435	***	par_23
ATT <— VCI	0.219	0.041	5.391	***	par_24
PI <— ATT	0.478	0.044	10.967	***	par_21

Source: Authors.

***

p-value < .001.

Table 5 shows the results of hypothesis testing. The results suggest a significant relationship between the constructs (see Figure 2). The results establish that VCU, VCC and VCI have a positive impact on ATT, which in turn positively impacts PI.

Table 5.

Hypothesis Summary.

Hypothesis	Path	Hypothesis (Supported/Rejected)
H₁	ATT <— VCI	Supported
H₂	ATT <— VCC	Supported
H₃	ATT <— VCU	Supported
H₄	PI <— ATT	Supported

Source: Authors.

Figure 2.

SEM model.

The study validates the first hypothesis, which states that there exists a positive relationship between Viral Content Informativeness (VCI) and Generation Z’s attitudes. The findings are in approval with the previous findings on the effect of informative messages in advertising (Noguti & Waller, 2020; Zernigah & Sohail, 2012). Further, Viral Content Credibility (VCC) of marketing messages were found to have a profound effect on creating Attitudes of Generation Z (ATT), as suggested by Hypothesis 2. These findings align with previous studies on the importance of source credibility in advertisements (Esmaeilpour & Aram, 2016; Weismueller et al., 2020). The study fails to disprove Hypothesis 3, which tests the importance of Viral Content Usefulness (VCU) in influencing Generation Z’s attitudes toward campaigns related to viral marketing. Thus, it supports the notion that informative ads can influence customer attitudes. The informative ads can further influence the acknowledgment and satisfaction of the customer (Kotler & Keller, 2006; Subramani & Rajagopalan, 2003).

The study identifies the significant features unique to Generation Z which shape their attitudes. As per the study, Generation Z is identified with a liberal attitude, speed, information seeking, and, most importantly, belief in making informed decisions when it comes to online purchasing. These findings are in accordance with the study conducted by Chaturvedi et al. (2020) and Madden (2019). There also exists a positive relationship between Viral Content Informativeness (VCI) and the Attitudes of Generation Z (ATT). Research by Esmaeilpour and Aram (2016) also suggested similar results, where the author found that consumer attitude was profoundly affected by the viral advertising content and thus shaped consumer purchase decisions. The research claimed that the consumer purchase decision results from consumer attitudes toward the product/service which they visit in the viral advertisements. Not only this, but Generation Z customers are smart enough to find the reliability of viral marketing messages, which greatly influence Attitudes of Generation Z (ATT). They generally authenticate the contents presented on websites, social media, or popular pages and from close friends or family members. These findings are in alignment with the research findings by Motwani and Haryani (2018), which state that customers respond to viral ads communicated by companies or the media authorities with whom they are familiar. Furthermore, the buying intentions of the customers are also an outcome of the clarity of content and the way of presenting it. Similar findings were reported by Trivedi (2017) who suggested that the usefulness and relevance of content creates a positive impact leading to buying the product by the customer.

Discussion

The findings of the study provided insightful revelations about the conjectural as well as applied aspects of viral marketing. It was concluded that the purchase intention of Generation Z is the outcome of their attitude, which is formed by viral marketing campaigns. The research also found that the attitudes and buying intentions of Generation Z is impacted by Viral Content Informativeness (VCI), Viral Content Credibility (VCC), and Viral Content Usefulness (VCU) on the Attitudes (ATT) of Generation Z and the additional effect of Attitudes of Generation Z (ATT) on their purchase intentions (PI). The present research outcome was a considerable addition to the consumer behavior and digital marketing world. The research provided a structural approach for explaining the interplay of the above factors in shaping Attitudes of Generation Z and purchase intentions.

Digital marketing is slowly coming into the mainstream in developing economies such as India, thus, results are very useful for such developing economies in designing digital marketing campaigns targeting Generation Z. The contribution of the results to the theoretical knowledge of the subject is noteworthy. The results are well supported by the prevailing research work in the field, which adds a new dimension of generating purchase intentions of Generation Z by improving the efficacy of viral marketing messages. The study put forth the importance of mediating role of process involvement and brand attitudes for vial marketing effectiveness. The research presented the crucial instruments which can significantly improve digital marketing effectiveness; thus, the results made a great contribution to the existing literature. Generation Z was a less explored area of research for digital marketing which makes this research more valuable. As Generation Z shares a distinct set of attitudes and behavioral patterns, such research is considerably different from the research being conducted on a similar topic for other generations. Therefore, it is essential to broaden the scope of viral marketing research to include the diverse responses of different generations, with a particular focus on how Generation Z interacts with marketing campaigns.

The study further contributed considerably to practitioners in developing countries like India, which constitutes the majority of the Generation Z population. It provides a ready-to-use framework for marketers to create targeted viral marketing campaigns. The study advises marketers to concentrate on designing viral marketing campaigns around the customer while at the same time creating a message process association. This approach can positively alter the customer’s outlook toward the brand and the purpose of buying. Henceforth, the study is a valuable tool for scholars, practitioners, and academicians who are in the viral marketing field and are trying to enhance their practical and theoretical insights into this phenomenon.

Theoretical Contributions

The results of the present study contribute to the scholarly literature. First, this study contributes by extending the understanding of the Elaboration Likelihood Model (ELM; Wagner & Petty, 2022) by applying it to the context of viral content and Attitudes of Generation Z. Under the sustenance of ELM theory, the study investigates and supports the influence of three key factors, namely Viral Content Informativeness, Viral Content Credibility, and Viral Content Usefulness, on Attitudes of Generation Z formation. This study also supports the literature and extends it by establishing that Attitudes of Generation Z, formed through the central route processing of ELM, are affected by the perceived quality and relevance of viral content.

This research primarily contributes by highlighting how cognitive elaboration shapes Generation Z’s attitudes toward viral content (Wagner & Petty, 2022). The study highlighted the role of information processing and persuasion among Generation Z. The study considered the variables, like Viral Content Informativeness (VCI), Viral Content Credibility (VCC), and Viral Content Usefulness (VCU) and aligned them to give a meaningful insight about the message content effectiveness. Clear knowledge about the linkages among variables can considerably increase digital marketers’ understanding of Generation Z message processing styles. Understanding the right positioning of the above variables can enhance Generation Z message processing in the marketer’s favor. These findings contributed to the present literature by adding to the prevailing understanding of Generation Z purchase behavior and its driving forces (D’Arco et al., 2023) and added a mediating role of attitudes formation within the ELM framework. The study is an extension of ELM in the field of viral marketing content by exploring the three major characteristics of viral content, that is, informativeness, credibility, and usefulness. The study has specifically studied the influence that information processing can have for GenZ inside the boundaries of ELM framework. Present research also enhances the knowledge about the applicability of ELM for the young generation, which has its own unique media consumption patterns and social and peer influence.

The study also evaluated the impact that viral content can create on the attitudes of the younger generation. Generation Z consumers evaluate products and services in a unique way, and the present study attempts to find insights into the same.

Managerial Implications

This research on the influence of viral content characteristics (informativeness, credibility, and usefulness) on Generation Z’s attitudes and behavior offers valuable insights for managers and marketers. The present study offers threefold practical implications for marketers and content creators in optimizing the effectiveness of viral campaigns targeted at Generation Z audiences based on a nuanced understanding of cognitive processing mechanisms. The first set of implications focuses on designing and developing the content strategy. Marketers can focus on the informativeness and credibility of content, that is, developing viral content that is not only engaging but also informative and credible, which is crucial for capturing Generation Z’s attention and building trust. While developing viral content, marketers can demonstrate the product or service’s value proposition and how it addresses Generation Z’s specific needs and challenges. Additionally, marketers can leverage the user-generated content that showcases the product’s usefulness and fosters a sense of authenticity. The second set of implications focuses on tailored targeting and marketing by (1) aligning marketing messages with Generation Z’s sustainability, social responsibility, and authenticity values, (2) partnering with credible and informative influencers who resonate with Generation Z and can effectively communicate the product’s benefits, (3) distributing content on platforms where Generation Z spends their time and engages with social media. The third set of implications addresses developing (1) track metrics that assess deeper engagement with viral content, such as comments, discussions, and click-through rates, to gauge its effectiveness in influencing attitudes and (2) monitor audience sentiment to understand how Generation Z perceives the viral content and the brand association.

The study provides a strategic framework for enhancing viral marketing efforts. Marketers can leverage the identified factors—informativeness, credibility, and usefulness—to design content that not only captures attention but also builds trust and drives purchase behavior. Practical application of the study’s findings can lead to improved brand engagement and loyalty among Generation Z. By aligning marketing strategies with the preferences and values of this demographic. Businesses can foster stronger relationships and increase customer retention. By implementing these strategies, managers can leverage viral content to create positive attitudes toward their products or services, ultimately influencing Generation Z’s purchase intentions and behavior.

Limitations and Future Research Avenues of the Study

The present study has a noteworthy contribution to the existing body of knowledge and marketing professionals. However, it is imperative to acknowledge the study’s restrictions and explore further avenues for investigation. The outcomes of the study are based on a self-administered questionnaire and respondents’ observations; the most substantial restriction of this research is the applicability of its conclusions. The data is collected only from India, which restricts the study’s repercussions and necessitates further research in additional nations with diverse cultures to enhance the study’s impact. It will give valuable acumen in diverse contexts of viral marketing campaigns and further help marketers design targeted campaigns. Even though the study focused on Generation Z customers, it is vital to distinguish the behavioral pattern from other generations. Hence, a forthcoming study could observe the influence of viral marketing campaigns on other customer segments to recognize a more inclusive understanding of their efficiency, thereby providing a comparison of the effects of viral content on different age groups to understand generational differences. Future research can also undertake a longitudinal study to track how attitudes formed through viral content translate into actual purchase behavior over time. Future research can also investigate by integrating moderating or mediating variables to offer a profound understanding of the changing aspects of consumer behavior and viral marketing. Furthermore, researchers and scholars might consider incorporating variables such as brand loyalty, consumer trust and social influence as moderators or mediators to augment the theoretical and practical insights into how viral marketing influences Generation Z’s purchase intentions. Consequently, the limitations of the present study offer openings for future investigation to expand our understanding of viral marketing’s impact and effectiveness on consumer behavior.

Conclusion

The research was conducted with the objective of examining the effect of viral marketing messages on Gex Z’s attitudes and purchase intentions. The concentration of the study was to find out the factors crucial for an impactful viral marketing campaign specifically on Generation Z, which is digital savvy. The prominent gap that existed in the available literature was limited studies about GenZ in the area of viral marketing. The present research was an attempt to fill this gap. Unlike many studies focused on mature populations in Western contexts, this research examines a digitally savvy consumer segment that is significantly affected by viral marketing content. Moreover, the study focused on the Indian Generation Z consumer base, which constitutes a majority of the Indian population. The primary data was collected through a structured questionnaire distributed to 700-plus prospects. After data cleaning, 652 responses were considered for the study. For analyzing the responses, software like IBM SPSS and AMOS were used. The study focused on assessing the role of Viral Content Informativeness (VCI), Viral Content Credibility (VCC), and Viral Content Usefulness (VCU) in formulating the attitudes and purchase intentions of the population under study.

The study employed SEM for studying the linkages among variables and found that Viral Content Informativeness, Credibility, and Usefulness are crucial driving forces during viral marketing message dissemination, contributing toward attitudes building of Generation Z. The study also reveals the importance of trustworthy content in creating a positive attitude among this demographic in driving their purchase intentions. It was found that this generation is very particular about the content and prefers the one which is more engaging. If the content qualifies for both conditions, it can potentially drive purchase behavior. The study contributed a workable framework of the impact of viral marketing components among Generation Z consumers. This framework is an addition to the existing body of knowledge. The findings of the study are particularly useful for practitioners who can design effective viral marketing strategies using the framework.

The study contributed largely to the academia by adding to the theoretical understanding of consumer behavior of relatively younger generation with reference to viral marketing campaigns. Marketers who are targeting Generation Z customers can get useful insights from the findings of the study and can design the strategies for hitting the right nod for desired outcome. In light of heightened competition and evolving consumer expectations, integrating viral marketing strategies is crucial for businesses to stay competitive and engage effectively with Generation Z (Keller, 2003). By understanding these dynamics, marketers can create targeted campaigns that resonate with this influential demographic, enhancing their marketing efforts in a rapidly changing environment. Marketers can utilize the study for better brand engagement and get the desired results of their viral marketing campaigns. The study suggested that for a marketing campaign to be effective, it should have important components like informativeness, credibility, and relevance to the target audience. Thus, a campaign catered for the above-mentioned components is bound to hit the bull’s eye.

Footnotes

Acknowledgements

The authors thank the journal editor and anonymous reviewers for their essential contributions to delivering this significant work.

ORCID iDs

Prakash Singh

Vimal Bhatt

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Data Availability Statement

The data that support the findings of this study are available from the corresponding author, upon reasonable request.

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