The Internet has propelled the marketing field, and viral marketing has become a potent
strategy to enhance the purchase intention in today's market. The current study was aimed at
finding out how the brand association creates an impact on the viral marketing and consumers'
purchase intention relationships in the cosmetic sector. Under the quantitative technique, the
research was carried out in the town of Udaipur, Tripura, India. 340 respondents has been
chosen through the simple random sampling technique. The structured questionnaire was used
to gather the data by the female respondents following the ethical considerations of the
research and analysis of the data was done using structural equation modelling in AMOS 21.
Mediation analysis between viral marketing, brand association and purchase intention in the
cosmetic sector has been performed to cheque the interrelationship between them. The findings
reveal that there is a presence of a partial mediation effect due to the involvement of brand
association in between the effect of viral marketing towards the purchase intention that
emphasises the importance of building and maintaining strong brand associations to enhance
the impact of viral marketing strategies. The investigation provides new empirical data to the
small body of literature on digital marketing and consumer behaviour in the north eastern part
of India.
Download
Download XML