MARKETING VIRAL/NON-VIRAL AND PURCHASE DECISION

A THEORETICAL FRAMEWORK ON THE IMPACT OF HEDONISM AND UTILITARIANISM ON CONSUMER ENGAGEMENT AND PURCHASE BEHAVIOUR

Resumo

This theoretical essay aims to propose a framework to investigate how viral and non-viral marketing influence consumers’ purchase decisions regarding hedonic and utilitarian products, while also considering the degree of engagement generated by campaigns. The underlying premise is that viral content, by evoking emotions and symbolic values, enhances perceived value and purchase intention, particularly for hedonic items, whereas utilitarian products are more responsive to rational, functional, non-viral approaches. The study further proposes to examine the extent to which social media engagement is impacted by these antecedent effects. This theoretical discussion is justified by the need to understand how different types of products and marketing strategies shape consumer behaviour in digital environments, where both emotional and functional value remain relevant factors for consumers. Accordingly, this work seeks to identify theoretical patterns linking the type of appeal (hedonic or utilitarian) and the type of campaign (viral or non-viral) to purchase decisions and engagement levels, thereby providing insights to guide more effective, consumer-centric digital marketing practices in the future.