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

Authors

  • Tomislav Sudarevi?, PhD Faculty of Economics Subotica, University of Novi Sad
  • Branislav Vlahovi?, PhD Faculty of Agriculture, University of Novi Sad
  • Ivan Šurjanovi?, M.A. Faculty of Business, Capilano University,North Vancouver, British Columbia

Keywords:

viral marketing, word of mouth marketing, viral marketing in Serbia, food marketing.

Abstract

This paper examines the attitudes toward application 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 papers 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.

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Published

2013-06-30

How to Cite

Sudarević, T., Vlahović, B., & Šurjanović, I. (2013). THE ATTITUDES TOWARD APPLICATION OF VIRAL MARKETING IN THE FOOD INDUSTRY IN SERBIA. Ekonomika Poljoprivrede, 60(2), 389–402. Retrieved from https://ea.bg.ac.rs/index.php/EA/article/view/470

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