Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity
Volume: 7, Issue: 2, Pages: 72 - 83
Published: Jul 17, 2019
Abstract
The advent of the Internet has presented several challenges as well as opportunities for marketers. Marketers have found more innovative methods of communicating effectively with their target market, and viral marketing is one of these methods. This study tries to explore interrelationships between viral marketing and purchase intention via customer-based brand equity. The empirical results reveal that viral marketing is made up of interesting,...
Paper Details
Title
Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity
Published Date
Jul 17, 2019
Volume
7
Issue
2
Pages
72 - 83
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