• Mrs.A..RAHAMATHUNISA
• R.KAVIYA
• V.KAYALVIZHI
• T.KEERTHANA
• A.KIRUBALINI

The rapid growth of technology has paved the way for the innovative and cost effective avenues to marketers for promoting their business. One of the emerging techniques of products promotion through the use of technology is viral marketing that is becoming a famous direct marketing medium for marketers across the globe. Therefore, marketers should understand factors that result in increased acceptance of viral marketing by consumers. The present research was conducted to investigate consumers "Buying behavior towards viral marketing". The data was gathered through a questionnaire from 50 respondents. The study findings indicates that factors of viral marketing such as strength, sender benefits, customer satisfaction and influence of buying attitude towards viral marketing on purchase decision.

Viral Marketing,Buying Behavior Towards Viral Marketing

"A study on consumer perception towards viral marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 12, page no.b90-b97, December-2022, Available :http://www.jetir.org/papers/JETIR2212111.pdf

"A study on consumer perception towards viral marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 12, page no. ppb90-b97, December-2022, Available at : http://www.jetir.org/papers/JETIR2212111.pdf