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September 10, 2025Journal of Informatics Education and Research

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

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Authors

DCDipangshu Dev ChowdhuryMBMr. Nabaraj BhowmikAPAbhijit Pandit

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Overview

Analysis shows brand awareness mediates between viral marketing and purchase intention in cosmetics, highlighting strategic implications.

Key Points

  • Partial mediation identified, indicating brand awareness influences the relationship between viral marketing and purchase intention.
  • Findings suggest a direct influence of viral marketing on consumer's intention to purchase cosmetics products.
  • Analysis utilized Baron & Kenny model for mediation through multiple linear regression with SPSS software.
  • Combining viral marketing strategies with brand building can enhance practical outcomes for marketers in the cosmetics field.

Cite This Study

Chowdhury et al. (2025) studied this question.

synapsesocial.com/papers/68c1a27254b1d3bfb60ddc0ehttps://doi.org/10.52783/jier.v5i3.3351
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