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Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions

Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions

Asmat Nizam Abdul-Talib, Sana Arshad
Copyright: © 2021 |Pages: 10
ISBN13: 9781799847724|ISBN10: 1799847721|EISBN13: 9781799847731
DOI: 10.4018/978-1-7998-4772-4.ch005
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MLA

Abdul-Talib, Asmat Nizam, and Sana Arshad. "Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions." Handbook of Research on Technology Applications for Effective Customer Engagement, edited by Norazah Mohd Suki, IGI Global, 2021, pp. 66-75. https://doi.org/10.4018/978-1-7998-4772-4.ch005

APA

Abdul-Talib, A. N. & Arshad, S. (2021). Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions. In N. Mohd Suki (Ed.), Handbook of Research on Technology Applications for Effective Customer Engagement (pp. 66-75). IGI Global. https://doi.org/10.4018/978-1-7998-4772-4.ch005

Chicago

Abdul-Talib, Asmat Nizam, and Sana Arshad. "Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions." In Handbook of Research on Technology Applications for Effective Customer Engagement, edited by Norazah Mohd Suki, 66-75. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4772-4.ch005

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Abstract

The internet has presented marketers with diverse methods to interact with their target market, and viral marketing is one of those low-cost methods. The purpose of this study is to explore how viral marketing impacts purchase intentions through customer-based brand equity (CBBE) on the basis of models proposed by Aaker and Keller. Social media is one of the essential indicators that influence customers to purchase intensions. However, brand loyalty, one of the important components of CBBE, is studied in terms of customers' purchase intentions. This study focuses on identifying the role of viral marketing in developing positive brand equity in customers' mindsets. A comparison of previous and present CBBE models are also presented in this study.

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