The Viral Marketing and its influence on Consumers' Decision-Making

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Published: Aug 30, 2022
Keywords:
Viral Marketing Consumers' decision making

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Vaewan Kongtraipop
Business Administration, Faculty of Business

Abstract

Viral marketing influences consumers' buying decisions: a case study of canned fish, captain ship's brand under the concept of Berger and Milkman. The concept explains the viral marketing model associated with electronic word-of-mouth communication. This article also covers brand image and consumer purchasing decisions and viral marketing. along with examples of brands that have successfully used viral marketing.

Article Details

How to Cite
Kongtraipop, V. (2022). The Viral Marketing and its influence on Consumers’ Decision-Making . Dusit Thani College Journal, 16(2), 304–314. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/263154
Issue
Vol. 16 No. 2 (2022): Vol. 16 No. 2 (2022): Dusit Thani College Journal Vol.16 No.2 May-August 2022
Section
Academic Article
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References

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