Effect of Viral Marketing in Choosing Career Options by Students in Indore
Keywords:
Viral Marketing, Career Choice, Student Decision-Making, Social Media Influence, Digital Marketing, Educational Marketing, Consumer Behaviour, Online Reviews, Social Proof, Influencer MarketingAbstract
This study examines the influence of viral marketing on students’ career-related educational choices in Indore, focusing on how digitally circulated content shapes awareness, perception, and decision-making. In contemporary academic environments, students increasingly rely on social media platforms, peer networks, and online reviews to evaluate career options. Using a descriptive and analytical research design, the study is based on a structured questionnaire comprising 35 Likert-scale items with a pilot sample of 135 respondents. The instrument demonstrates high reliability (Cronbach’s Alpha = 0.953), indicating strong internal consistency. Findings reveal that repeated exposure to digital content, social proof mechanisms such as testimonials and influencer endorsements, and interactive media significantly impact students’ trust, engagement, and decision efficiency. Viral marketing not only enhances awareness but also reduces uncertainty and facilitates quicker comparisons among alternatives. The study concludes that viral marketing plays a substantial role in shaping career decisions among students in Indore.
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