The Relationship Between Viral Marketing, Purchase Intention, and Brand Visibility: Study with Brazilian Customers

Abstract

The present study aimed to evaluate the influence of viral marketing such as advertising communication strategy in purchase intent and brand visibility from the perspective of the online consumer. The literature review sought to contextualize the internet marketing; aspects of digital marketing, viral marketing and advertising communication strategy, social media in relationships between organizations and consumers, brand awareness, purchase intent, plus an overview of scientific literature on the viral marketing and constructs: consumer perception on advertising campaigns posted on the network, viral marketing, brand awareness and purchase intent. We sought to examine the positive relationship between consumer perception of advertising campaigns posted on the network, viral marketing, brand awareness, and purchase intent. In a descriptive research with quantitative variables, totaling 321 respondents through an electronic survey with the adoption of a structured questionnaire with responses in a Likert scale. The collected data were analyzed using the Partial Least Squares method, allowing the work with a small sample. We found statistically positive values for the relationship between consumer perception of social media advertising, viral marketing, brand awareness, and purchase intent. Statistical data served as the basis for the validation of the model proposed in this work.