Do you Like to be an Aspirational Referee to Promote a Product? Act Like a Celebrity in Emerging Market

  • Mahmud A. ShareefEmail author
  • Vinod Kumar
  • Uma Kumar
  • Mohammad Abdallah Ali Alryalat
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


Since in emerging market, social network like Facebook is a common platform to generate collective opinion as an opinion leader, viral advertisement promoted by any member and shared among peers of their network has potential contribution in shaping favorable attitude. This study is designed to understand attitude of members of social network to be persuaded by any promotional marketing-related messages in terms of its effectiveness and ability to pursue them to be motivated. Precisely, it is aimed to derive the factors which have an influence in perusing attitude toward any message generated, distributed, and shared among the members of a common social loop. Five interdependent factors, namely, message initiator (identity), message language (informality), message content (logic and counter logic), message entertainment (hedonic motivation), and message reliability (experience based), are constructed as the independent variables to understand attitude of members of social media toward any promotional message in an emerging market context.


Emerging market Facebook Viral marketing Product promotion Advertisement Consumer attitude 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Mahmud A. Shareef
    • 1
    Email author
  • Vinod Kumar
    • 2
  • Uma Kumar
    • 2
  • Mohammad Abdallah Ali Alryalat
    • 3
  1. 1.School of Business & Economics, North South UniversityDhakaBangladesh
  2. 2.Sprott School of Business Carleton UniversityOttawaCanada
  3. 3.Al-Balqa’ Applied UniversitySaltJordan

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