Abbas, Mazhar and Maqbool, Anum and Maqbool, Asifa and Ahmed, Munir and Allumi, Nura Abubakar and Shahzad, Muhammad Naveed (2024) The impact of viral marketing on brand awareness and consumer purchase intention. Kurdish Studies, 12 (2). pp. 93-101. ISSN 20514883

Preview

PDF - Published Version Available under License ["licenses_description_cc4_by_nc_nd" not defined]. Download (223kB) | Preview

Abstract

The purpose of this paper is to analyze the effect of viral marketing mediaon the awareness of brand and ultimately influence the consumer purchase intention. This paper will also compare the effectiveness of the media of viral marketing i.e. Facebook, mobiles and emails.Based on the survey with the users of Facebook, mobiles and emailsin accordance with AIDA hierarchy of effects theory thefindings showthat Facebook is most influential and effective media of viral marketing in Pakistan for creating brand awareness and consumer purchase intention. Viral marketing media has positive impact on brand awareness and brand awareness has positive impact on thepurchase intention.From a theoretical standpoint, findings contribute to understanding of the value-added potential of viral marketing mediaand how it works.Design/Methodology: To answer the author’s research questions a survey was conducted from the viral marketing media users i.e. university students, private employees and Govt. employees. To test hypothesis authors applied Structural Equation Modeling(SEM)with Amos 21.Findings: Our findings demonstrate that marketing communication through viral marketing media has positive effects on consumer’s brand awareness and purchase intention.Thus, viral marketing media activities indeed affect the process of purchase decision. Among three mediums the usage of mobile phone is greater as compared to facebook and emails but facebook has more impact on brand awareness and consumer purchase intention.Originality/Value: From a theoretical standpoint, findings contribute to understanding of the value-added potential of viral marketing media and its effect on the process of consumer purchase decision

Item Type:	Article
Uncontrolled Keywords:	Viral Marketing, Brand Awareness, Consumer Purchase Intention, Facebook, Structural Equation Modeling
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Technology Management & Logistics
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	10 Nov 2026 12:04
Last Modified:	10 Nov 2026 12:04
URI:	https://repo.uum.edu.my/id/eprint/35053

Actions (login required)

View Item