The Role of Viral Marketing in Social Media on Brand Recognition and Preference

Viral marketing is one of the most effective and imperative strategies. The prominence digital technology social media has elevated importance viral campaigns by increasing their cost efficiency enabling them to reach targeted audiences rapidly. This study aimed examine influence strategies on brand recognition preference developing a framework for effectiveness (7I’s) in contexts testing associations among 7I’s, preference. A quantitative research method with structured questionnaire as tool was employed collect data from total 286 respondents Thailand. Structural equation modelling (SEM) utilized test proposed hypotheses. results showed that relates positively (b = 0.440) 0.298). mediation analysis also revealed partially mediates relationship between In terms moderating effects, indicated stronger younger 0.336) than older 0.278). makes significant contribution existing literature validating theory-driven based novel concept 7I’s its potential effect customers’ perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF