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

Main Article Content

Vaewan Kongtraipop


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.

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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
Academic Article


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