IYAMU, Gloria Osasere1
gloria.edo-osagie@uniben.edu 08054399355
&
OWARE, Patience Uwaraye2
patience.oware@uniben.edu 08023555156
1,2 Department of Marketing
University of Benin, Benin city, Faculty of Management Sciences
Abstract
The study examined the relationship between viral marketing. The study was underpinned by the viral loop marketing theory. The study adopted a survey research design. The study was based on the telecommunication industry and purposive sampling method was used to select MTN. The Cochrane method was also used to determine the number of consumers who made use of MTN data. Primary sources were mainly employed. The collected data are analyzed by using descriptive and inferential statistics through Statistical Package for Social Sciences (SPSS) version 22.0. It was revealed that electronic word of mouth, social media platforms and brand influencers all had positive and significant relationship with perceived quality. Electronic word of mouth had a positive and significant relationship with response. Social media platforms and brand influencers both had negative and non-significant relationship with response. Only brand influencer had a positive and significant relationship with value outcomes. Electronic word of mouth and social media platforms both had non-significant relationship with value outcome. The study concluded that viral marketing play important role in enhancing the brand equity of organizations. It was recommended among others that pragmatic online strategies be embarked on by organizations their product go viral and enhance the expected consumer response and value outcome
Keywords: Brand Equity, Electronic Word of Mouth, Perceived Quality, Social Media Platform, Viral Marketing
