Impact of viral marketing on brand loyalty in FMCG sector

The present study investigates the impact of viral marketing on brand awareness, brand image and brand loyalty in the FMCG sector. The research model was empirically tested using 643 valid individual responses collected through a questionnaire-based survey. The data was collected using random sampling and analysed using PLS-SMART4.0. The mediation analysis reveals that brand awareness and brand image function as mediating variables for achieving brand loyalty. The study reveals viral marketing power in reaching the brands to more customers, but also suffices to cultivate long-term relationships with them. This draws the attention of other sectors to fully utilise the viral power.