Abstract
In the context of the digital era, the popularity of the Internet and social media provides an opportunity for the development of viral marketing. Through a comprehensive review and analysis of related studies, the article delves into the impact of viral marketing on consumer behavior from three aspects: word-of-mouth marketing, brand awareness and social platforms. In word-of-mouth marketing, consumer satisfaction prompts them to share product information, and the multidimensional value of brand marketing campaigns stimulates consumers to actively participate, thus influencing purchase decisions, which is a key element of viral marketing. Brand awareness has a significant impact on consumers' purchasing decisions. Viral marketing can increase brand awareness, enhance consumers' trust and favor towards products, and at the same time, the improvement of brand awareness also contributes to information dissemination, and the two promote each other. The interactivity, browsing duration, and perceived ease of use of social platforms all have an impact on consumer behavior. Interactivity promotes information exchange, an increase in browsing duration affects purchase intention, and perceived ease of use improves the user experience and trust.
Published Version
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