The Role of Viral Marketing on Costumer-Based Brand Equity in Tehran Mobile Market

• Main Authors: Mehran Rezvani, Seyed Hamid Khodadad Hoseini, Kiandokht Kiaee
• Format: Article
• Language: fas
• Published: University of Tehran 2017-07-01
• Series: ‫مدیریت بازرگانی
• Subjects: Viral marketing; Costumer-based brand equity; Electronic word of mouth; Mobile market; Structural equation model (SEM)
• Online Access: https://jibm.ut.ac.ir/article_50716_23146f4c812ce21bf2c5944500382238.pdf

Viral marketing, as an effective factor of modifying costumer behavior, is a new means that encourages individuals to pass on a marketing message to others, which like viruses has potential for exponential growth. On the other hand, expansion of brand has been always as one of the most important strategies of growth. Strong brand equity means customer loyalty, less vulnerability to critics, higher margin, customer support and effectiveness of marketing activities for enterprises. The critical question in this article is about the role of viral marketing as an effective way of entrepreneurial promotion on costumer-based brand equity in mobile market of Tehran, Iran. This article demonstrates the role of viral marketing on the costumer-based brand equity via a survey method among 500 consumers of Tehran mobile market. The collected data was analyzed through Lizrel 8.54 software and with SEM method. The results indicate that viral marketing has a significant impact on costumer-based brand equity.