Viral Marketing on Consumer Reviews of Selected Carbonated Soft Drinks Companies in Nigeria

The Carbonated Soft Drinks (CSD) market has continued to grow in leaps and bounds amidst fierce competition for supremacy the place. They hold tenaciously leadership position soda market, having successfully shrugged off challenge from competitors with a combination of product quality, relentless consumer engagement aggressive advertising. However, studies have established that CSD are faced persistent purchase decrease over incidents related negative reviews. Studies indicated companies tend prioritize traditional advertising viral marketing despite potential benefits latter. Therefore, this study investigated effect on reviews selected Nigeria. Survey research design was adopted study. population 3,987 employees sales departments sample size 518 determined using Cochran’s formula. Simple random sampling technique selecting respondents. A structured validated questionnaire used obtain data Cronbach’s alpha reliability coefficients constructs ranged between 0.76 0.98. response rate 82.8%. Data were analyzed Partial least square Structural equation modelling. results, however, revealed electronic word mouth (β = 0.156, t 2.168, p < 0.05), Influencer 0.149, 2.793, Reliability 0.164, 2.065, 0.05) social media 0.336, 4.749, positive significant Consumer Review some carbonated soft drink Based findings, concluded affected recommended management should focus informativeness, mouth, influencer, enhance