Aspects of the Effectiveness of Interactive Marketing on FMCG market

Student: Kargieva Ilona

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

Final qualifying work is devoted to the study of the effectiveness of viral advertising in terms of consumer attitudes and consumer behavior. The attitude of consumers to viral advertising was studied on the example of specific commercials and the corresponding conclusions were made. This work is relevant because of the growing interest in video format on the Internet and the preferences of advertisers of this communication when planning their marketing budget. A qualitative method (semi-formalized interview) was chosen for the study. The sample consisted of twelve respondents. The results showed that viral advertising helps to maintain the image and strengthen the consumer's attitude to the brand, as well as fuels the interest in the advertised product.

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