Rephrasing study

Through the accretion of Internet and the rapid progression of Communication Technology, Viral Marketing Communication is developed as the new marketing tool of many companies around the world. Viral Marketing is the promotional campaign used in advertising products and services through effective marketing message designed to persuade and spread, naturally online from person to person (Kirby and Marsden, 2006). Online advertising is much used nowadays rather than the traditional ways because it receives more attention to customers in creating brand awareness (Fagerstrom and Ghinea, 2010). Therefore, most companies are gradually more depending on promoting their products and services through the used of Viral Marketing (Haghirian et al., 2005).
Viral Marketing is an effective strategy in creating brand awareness because consumers can spread the product information to their social network. Furthermore, VMC is not only for consumer’s collection of information about the brand but it also affects their purchasing decisions (Cruz and Fill, 2008). In Viral Marketing, dealing with companies and consumers can be done in different platforms on which viral marketing can take place on the internet, namely e-mail, instant messaging, homepages, blogs, forums, online communities, newsgroups, chat rooms, hate sites, review sites, and social networking sites (Goldsmith and Horowitz, 2006; Woerndl et al., 2008). Consumers are willing to pass the marketing message to social networks which increase message reliability in the eyes of receiver. An effective viral campaign can reach and inspire millions of consumer’s to buy their product. (Chiu et al., 2007; Bampo et al., 2008).
Statistics shows that two-thirds of the world population visits a social networking site or a blogging site (Nielsen, 2009). Therefore, 52 percent of people share the news online with their friends either through social networks and emails (Morrissey, 2009).Through this modern method, people pass brand information that interests them to other social network and this made it an effective technique for creating brand awareness.
Our main concerns about this study are the informativeness, entertainment, source credibility and irritation that particularly affect the attitudes of College students towards viral marketing messages.
Our motivation is to provide a study on consumer’s attitudes about the internet viral marketing. However, at this point of time, viral marketing is fairly a new trend and as viral marketing is still at an early stage of development, limited research has been done on consumer attitudes towards the VMC. Therefore, the learning about its kind, characteristics and aspect is yet to be explored profundity (Cruz and Fill, 2008). It is necessary that marketing message should create persuasive emotions context in order to become efficient. In generating audience’s interest and motivating them to spread the message, the context must be persuasive, interesting and memorable (Eckler and Bolls, 2011).

The goal of this study is to explore consumers’ attitudes and perception towards Viral Marketing. To create awareness how powerful VMC, as a new form of marketing tool to the college students of Holy Angel University. As to our best knowledge, there is no specific study about the attitudes and perception of HAU college students towards the Viral Marketing Communication. Therefore, this study will provide knowledge about the attitudes of HAU college students with regard to VMC. The aim of our study is to explore consumer’s attitudes and their behavioral response about VMC. The study analyze consumer’s attitude towards a several factors of Viral Marketing messages such as, informativeness, entertainment, source credibility and irritation that particularly affect the attitudes of HAU College students regarding viral marketing messages.