Does Viral Marketing Impact upon Consumer Purchase Intention through Brand Awareness? – A Mediation Effect Framework Based Analysis

Abstract

The study explores the mediation effect of brand awareness within the association of Viral marketing and purchase intention of consumer in the cosmetics product segment .The study has been performed among 300 respondents of Agartala city that emphasized Baron & Kenny model of mediation with multiple linear regression analysis with the help of SPSS 20 analytical software. The findings of this study depicts the presence of partial mediation which means that brand awareness acts as an intermediary between viral marketing and consumer purchase intention which is directly influenced by latter. The conclusion highlights the crucial role of viral marketing method to spread brand awareness which in turn drives the consumer’s intention to purchase .This study signifies the need for combining viral marketing as well as brand building initiatives in the cosmetic product segment, that add to theoretical knowledge as well as practical impact for the marketers.