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  • Virally Inspired: Gen Y Attitudes Towards Viral Stealth Marketing

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    Author(s)
    Swanepoel, Celeste
    Lye, Ashley
    Rugimbana, Robert
    Griffith University Author(s)
    Lye, Ashley R.
    Rugimbana, Robert
    Year published
    2007
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    Abstract
    The increasing use of viral stealth marketing as a contemporary marketing technique is not well represented in empirical research, particularly in examining consumers' attitudes towards the ethics and effectiveness of viral stealth marketing. Capitalizing on the efficacy of the electronic medium, viral stealth marketing seeks to disguise the relationship between the individual(s) conveying the message and the organisation endorsing it. Whilst the ethics of stealth marketing in general have been debated, there is a gap in our knowledge pertaining to the viral (electronic) component of stealth marketing. This paper reviews the ...
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    The increasing use of viral stealth marketing as a contemporary marketing technique is not well represented in empirical research, particularly in examining consumers' attitudes towards the ethics and effectiveness of viral stealth marketing. Capitalizing on the efficacy of the electronic medium, viral stealth marketing seeks to disguise the relationship between the individual(s) conveying the message and the organisation endorsing it. Whilst the ethics of stealth marketing in general have been debated, there is a gap in our knowledge pertaining to the viral (electronic) component of stealth marketing. This paper reviews the literature and presents proposals for further research regarding the ethics and effectiveness of this marketing technique as perceived by Generation Y.
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    Conference Title
    2007 ANZMAC Conference Proceedings
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2007. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
    Publication URI
    http://hdl.handle.net/10072/18904
    Collection
    • Conference outputs

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