This study has the purpose to find out how to build brand awareness by means of viral marketing and make consumers interested in making purchase decisions. The approach used in this research is explanatory. The results that have been obtained show that viral marketing significantly influences brand awareness with purchase decisions as an intervening variable. These results indicate that: (1) There is a positive and significant effect of viral marketing on brand awareness. (2) There is a positive and significant effect of viral marketing on purchase decisions. (3) There is a positive and significant effect of the purchase decision on brand awareness. (4) There is a positive.
No takes yet. Share an insight, caveat, or question.
Ramadhan et al. (2024) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: