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The purpose of this study is to explore how commercial and non-commercial viral adverts have an impact on purchase intentions within the automotive industry. In order to reach this aim the following objectives are investigated: the nature of commercial and non-commercial viral adverts, the relationship between these adverts and resulting purchase intentions and the effectiveness of these viral marketing approaches. The Elaboration Likelihood Model (ELM) is used to establish a conceptual relationship between viral adverts and purchase intentions. Qualitative research methods are used to gather empirical evidence on this topic.

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She was born on 31 December 1988 in Idar-Oberstein. While her stay abroad in England, Ritika Bargoti completed her studies in Business and Management (B.Sc.) from Brunel University of West London. Today she is working in the field of media research in Frankfurt.

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