The Impact of Viral Marketing on Short Video Platforms on Consumers’ Purchasing Decisions, Purchasing Intention and Brand Loyalty

The Faculty of Business, Economics and Law, University of Queensland, St Lucia, Brisbane QLD 4072, Australia

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Abstract

The viral marketing of advertisements is becoming one of the most popular items in people’s society. Teenagers and older adults are two special sorts of people not only on their ages, but also on their different recognitions of purchasing Decisions, purchasing intention and brand loyalty. This study examines the detailed reasons and differentiations of their purchasing Decisions, purchasing intention and brand loyalty. Meanwhile, this article can also tell people the harm of the viral marketing of advertising which is one of the most harmful factors in society. Many teenagers are sometimes distracted by some elements including addiction in playing video games and overeating. However, the technological viral marketing of advertisement in the short video is the most enticing thing because teenagers can come into contact with short video easily. The elder adults sometimes cannot use the technological tools better than young people, so it is easy for them to be tricked.