THE EFFECT OF
VIRAL MARKETING OVER BRAND VALUE IN SOCIAL MEDIA
Yrd. Doç. Dr. Gülsüm VEZİR OĞUZ
İstanbul Gelişim Üniversitesi, gvezir@gelisim.edu.tr
Öğr. Gör. Meryem AKIN
İstanbul Gelişim Üniversitesi, makin@gelisim.edu.tr
ABSTRACT
Today, brands use marketing
activities to introduce themselves, to direct their products and services to
consumers and to realize the sale of their products. A general definition of
marketing is defined as a system of activities that facilitates not only the
product and service but also the delivery and adoption of ideas to the target
mass (Mucuk, 2010). Brands can introduce their products and services through
marketing strategies, pass on information to their stakeholders, return to
their products and communicate and interact with customers. This interaction
leads to more institutional products and services in mind, increased loyalty to
the organization and more sales of products and services. There are some
varieties in social media, such as content marketing, database marketing,
permission marketing. In addition to
these marketing techniques, viral marketing, which has been applied much
recently, draws attention. These differently appearing marketing techniques can
be applied in the form of a marketing plan that is integrated with each other.
Viral marketing refers to the fact that content created by brands themselves to
promote their products and services influences people and that affected people
share their message with their environment.
Keywords: Socisl
Media marketing, Viral marketing, word of mouth marketing
INTRODUCTION
The sharing of content on the
digital media is especially important in terms of users as well as of brands
with web 2.0. In the work of Allsop, Bassett and Hoskins, it is stated that 59%
of users in the use of new media transmit information to their colleagues,
family members and friends on the internet (2007, p.399). This leads to results
such as confronting different contents for the individual, receiving
information and having fun. On the other hand, sharing for brands has the
potential to have viral effects.
Brands that use viral marketing
techniques have many advantages. The first advantage of these advantages is
that the digital media based technique makes to reach the target audience
cheaper, faster and easier. Another advantage is that it also reaches out to
the people outside the target group, contributing to brand awareness, and the
potential to reach potential new customers. Viral marketing also contributes to
the reputation of brands.
Alakuşu, Ş. (2014). Viral
Pazarlama. Ankara: Akademisyen.
VIRAL MARKETING CONCEPT
In virtual markets, traditional sales techniques have
increased rapidly based on interactive relationships on the Internet. The effects of the Internet's technological development
are not limited to being effective and widespread all over the world. This new
tool and possibilities have led to a change in the relationship between the
source and the recipient in the communication process. Consumers identified as recipients of this exchange of
change have become active in the communication process and the communication
process has become a reciprocal and recyclable structure (Deighton, 1995:
396-397).
As a result, the former experience, purchases and
product statements of salespeople have become more important. This has not been new since many companies have begun
to take advantage of positive word of mouth
communication.
However, attempts to initiate word of mouth communication on the Internet have entered into the
marketing literature as a concept of "viral marketing”. Viral marketing has come about through the circulation
of messages on the Internet. E-commerce,
groups, communities and messaging; which are used by firms to improve their promotional activities
(Helm, 2000: 158-161). Consumers often
see an e-mail message from a friend as the most reliable source. An investigator, Draper Fisher Jurvetson, used the
term "viral marketing" (Deal and Abel, 2001: 38), drawing attention
to the similarity between the spread of the message in electronic form, similar
to the spread of biological viruses in 1997. To benefit from this rapid expansion, Jurvetson has
set up an electronic mail link on its website for the promotion of a new
product and has reached 12 million Hotmail subscribers with zero subscribers
(Subramani and Rajagopalan, 2003: 300). Hotmail has used a clickable web-based email as a
sales promotional tool. Viral
marketing has emerged thanks to the clickable button attached to every message
sent to the Hotmail user. Hotmail's
success in using viral marketing depends on whether the product is supported by
a group of friends or comes from a friend's source. In other words, it is the consumer group that is
responsible for the spread of the message, not the company officials. From this point on, every customer who uses the
product gains a simple volunteer salesperson appearance. This shows that the viral marketing strategy is
exponentially spread (Deal and Abel, 2001: 38). With this in mind, viral marketing is a strategy to
encourage people to send a marketing message to others by creating a potential
for exponential growth with effective and encouraging messages. Basically, viral marketing over the Internet refers to
the technological dimension of word-of-mouth marketing. In this marketing strategy, any commitment that the
firm has made is transferred from person to person. In recent years, viral marketing applications are increasing and emerging as a more popular form of marketing,
especially when visibility is high (West, 2002: 1-3). In addition, viral marketing is trusted by consumers
to spread the campaign (Daniels, 2002: 7). In addition to viral marketing and promotion work,
where messages are spreading via e-mail, file and site addresses, distribution
is a particularly cost-effective marketing practice, especially in terms of
distribution
(Sandler, 2001).
VIRAL
MARKETING STRATEGIES
Marketers who are trying to implement a viral
marketing strategy must decide which marketing elements they want to implement. Viral marketing strategies consist essentially of six
elements.
Table 1 shows the use of these elements in practice. Some viral marketing strategies may not include all of
these elements. As a result,
marketers who want to implement an effective strategy must decide on these
factors.
Effective viral marketing strategies can be summarized
as following (Wilson, 2000a).
1. Gives Away Valuable Products or
Services
“Free” is the most
powerful word in a marketer’s vocabulary. Most
viral marketing programs give away valuable products or services to attract
attention. Free email services, free information, free “cool” buttons, free
software programs that perform powerful functions but not as much as you get in
the “pro”
version. Wilson’s Second
Law of Web Marketing is “The Law of Giving and Selling”. “Cheap” or “inexpensive” may generate a wave of interest, but “free” will usually do it
much faster. Viral marketers practice delayed gratification. They may not
profit today, or tomorrow, but if they can generate a groundswell of interest
from something free, they know they will profit “soon and for the rest of their lives” Free attracts eyeballs. Eyeballs then see other desirable things that
you are selling, and, presto! you earn money. Eyeballs bring valuable email
addresses, advertising revenue, and e-commerce
sales opportunities. Give away something, sell something.
2. Provides for Effortless Transfer to Others
Public health nurses offer sage advice at flu season:
Stay away from people who cough, wash your hands often, and don’t touch your eyes, nose, or mouth. Viruses only spread
when they’re easy to transmit. The medium that carries your
marketing message must be easy to transfer and replicate: email, website,
graphic, software download. Viral marketing works famously on the Internet
because instant communication is easy and inexpensive. The digital format makes
copying simple. From a marketing standpoint, you must simplify your marketing
message so it can be transmitted easily and without degradation. Short is
better. The classic is: “Get your private, free email at
http://www.hotmail.com.”
The message is compelling, compressed, and copied at
the bottom of every free email message (Wilson, 2000b).
3. Scales Easily from Small to Very
Large
To spread like wildfire, the transmission method must
be rapidly scalable from small to very large. The weakness of the Hotmail model
is that a free email service requires its own mail servers to transmit the
message. If the strategy is wildly successful, mail servers must be added very
quickly or the rapid growth will bog down and die. If the virus multiplies only
to kill the host before spreading, nothing is accomplished. So long as you have
planned ahead of time how you can add mail servers rapidly you’re okay. You must build in scalability to your viral model.
4. Exploits Common Motivations and Behaviors
Clever viral marketing plans take advantage of common
human motivations. What proliferated “Netscape
Now” buttons in the early days of the web? The desire to be
cool. Greed drives people. So does the hunger to be popular, loved, and
understood. The resulting urge to communicate produces millions of websites and
billions of email messages. Design a marketing strategy that builds on common
motivations and behaviors for its transmission, and you have a winner.
5. Utilizes Existing Communication
Networks
Most people are social. Nerdy, basement-dwelling
computer science graduate students are the exception. Social scientists tell us
that each person has a network of 8 to 12 people in his or her network of
friends, family, and associates. A person’s broader
network may consist of scores, hundreds, or thousands of people, depending upon
his or her position in society. A waitress, for example, may communicate
regularly with hundreds of customers in a given week. Network marketers have
long understood the power of these human networks, both the strong, close
networks as well as the weaker networked relationships. People on the Internet
develop networks of relationships, too. They collect email addresses and
favorite website URLs. Affiliate programs exploit such networks, as do
permission email lists. Learn to place your message into existing
communications between people, and you rapidly multiply its dispersion.
6. Takes Advantage of Others’ Resources
The most creative viral marketing plans use others’ resources to get the word out. Affiliate programs, for
example, place text or graphic links on others’ websites. Authors who give away free articles, seek to position their
articles on others’
webpages. A news release can be picked up by hundreds
of periodicals and form the basis of articles seen by hundreds of thousands of
readers. Now someone else’s newsprint or webpage is relaying your marketing
message. Someone else’s resources are depleted rather than your own (Sandler, 2001).
VIRAL
MARKETIN OPERATIONAL MECHANISM
Viral
marketing can technically be described as a kind of digital marketing of
mouth-to-mouth marketing. In the digital environment, different from the
conventional word of mouth marketing viral marketing is stated as following;
(1) access to the Internet at a low cost and with a very wide measure of power,
(2) operation and process can be easily monitored and controlled, (3) the
possibility of emerging new challenges by starting from the individual interpretations
in the online interaction, (4) brands are actors that initiate viral marketing
while taking a passive role in word of mouth marketing (Dellarocas, 2003,
p.1410; Alakushu, 2014, p.82). As a
function, viral marketing is sending and spreading of a product in a digital
environment by electronic mail to other potential consumers in the social
environment.
Thus, information about the products is exponentially
spread from one person to another and meanwhile the products are directed to numerous new e-mails where they are
re-infected.
The spread of products in viral marketing is faster
and more efficient than the use of common networks (Amazon.com, Lycos.com,
Yahoo!).
Consumers who reach the main page using common
networks do not trust companies. On viral marketing,
the user is referred to the homepage of the company on the recommendation of
the friend, and his friend's advice on the company leads to the final site. Viral marketing is based on the exponential growth of
an e-mail message from a friend, assuming that the recipient of this message
can send it to anyone in the address book.
VİRAL PAZARLAMANIN FİRMALARA
SUNDUĞU DEĞER
BRAND VALUE OF
VIRAL MARKETING
Today's developments in information technology have
also manifested itself in marketing. Viral marketing offers plus value to the brand, while affecting the quality of the relationship between the brand and the consumer. In the past, tools for marketing were limited with direct mailing and tele-marketing. In traditional direct mail, the response rate of
consumers is 2%, while the response rate of messages sent by viral marketing is
18%.
While response to viral marketing messages is taken
very quickly, this is longer and more costly in traditional direct mail
(Walker, 2003). The added value of
viral marketing is linked to the use of large-scale digital connections and these digital connections are relatively inexpensive, fast, easy-to-use and globally
accessible. Viral marketing is an advantage for both consumers and brands. It creates
valuable information, chance to obtain free and discounted products for consumers. In terms of companies, circulation in the virtual arena is the easiest
way to improve their brands and raise their awareness (Kelly, 2000). Most companies
use viral marketing in order to create branding value. The exposition of a company or product name with a large number of human
viral propagation increases brand awareness. The 400 companies participating in the research
conducted by the Institute of Management Technology (IMT) have indicated that
they implement viral marketing strategies to raise product and brand awareness. Firms that implement viral marketing may have the
advantage of earning more profit in the long run if they focus their short-term
profits on a certain period of time and overcome brand awareness and hurdles
(Thevenot et al., 2001).
METHOD
The Model of the Research and
Hypothesis
The research is designed as a descriptive study.
Descriptive research can be defined as collecting data and analyzing aggregated
data for specific purposes and through systematic
processes (Balcı, 2013: 15). The model of the research is shown in figure 1.
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Figure 1.
Model of the Study
The research hypothesis is as following:
H1: The quality of resources in social networking and media sites affects consumers' attitudes towards
information use.
H2: Social integration influences consumers'
subjective norms.
H3: Consumer attitudes towards the information
utility of consumers influence the intention to purchase viral products and services.
H4: Consumer's subjective norms affect the
intention to purchase viral marketing products and services.
H5: Risks that consumers perceive affect the
intention to purchase viral marketing of product-services.
H6: The intention to purchase viral products-services is influential on brand value.
Universe
and Sampling
According to Yazicioglu and Erdoğan (2004), 384
people constitute a reliable number for the infinite universe at the 5% sample
rate. It was targeted to reach at least 384 persons in
this research. The sample of the study consists of 400 people selected by
sampling easily.
Data
Collection Tool
Survey form was used as data collection tool in
the research. The questionnaire consists of 4 demographic questions, 1 social
media questionnaire and 46 questions social media
viral marketing scale and 4 question mark scale.
Viral Marketing Scale on the Social Media: It was
prepared using the work of Gunawan and Huang(2015). The scale consists of 7
sub-dimensions. The Cronbach's alpha coefficient for
the dimensions is given in order. 0,752 for the Social
Integration sub-dimension, 0,802 for the Argument-Resource Quality
sub-dimension, 0,791 for the Attitude sub-dimension for information use, 0,785
for the Subjective Norms sub-dimension, 0,689 for the
Product Perceived Risk sub-dimension, 0,728 for the Personal Perceived Risk
sub- For intention sub-dimension, it was found to be 0,668.
Brand Value Scale: Prepared by using the scale
developed by Yoo ve Naveen Donthu (2001). The scale was used in one dimension. The Cronbach's Alpha reliability coefficient of
the brand-name scale was 0.811.
Data
Analysis
Data analysis in the study was done in SPSS 16
package program. In the analysis of the data, simple and multiple regression
linear analyzes were performed with descriptive
statistics such as frequency, percentage. Regression analysis was performed to
test the hypotheses involved in the study. Regression analysis is used to test
the relationship between dependent and independent variables. In this study, multiple linear regression analyzes were performed and the
values were interpreted in order to measure the relationship between binary
variables and simple linear regression in hypothesis tests and the effect of
more than two independent variables on dependent
variables.
FINDINGS
Findings Related to Demographic
Characteristics
Table 1. Findings
Related to Demographic Characteristics
|
|
f
|
%
|
|
|
Gender
|
Female
|
213
|
53,2
|
|
Male
|
187
|
46,8
|
|
|
Total
|
400
|
100,0
|
|
|
Age
|
Under 21 years old
|
149
|
37,2
|
|
22-37 years old
|
158
|
39,5
|
|
|
38 years old and over
|
93
|
23,2
|
|
|
Total
|
400
|
100,0
|
|
|
Education
|
Secondary school
|
93
|
23,2
|
|
High school
|
114
|
28,5
|
|
|
College
|
193
|
48,2
|
|
|
Total
|
400
|
100,0
|
|
|
Marital Status
|
Single
|
238
|
59,5
|
|
Married
|
162
|
40,5
|
|
|
Total
|
400
|
100,0
|
|
When the demographic characteristics of the participants were examined, 53.2% of the participants
were women, 39.5% were between 22-37 years, 48.2% were university graduates and
59.5% were married.
Findings Related to Social
Media Usage
Table 2. Findings
Related to Social Media Usage
|
|
f
|
%
|
|
|
Social Media Usage
|
Facebook
|
191
|
47,8
|
|
Twitter
|
226
|
56,5
|
|
|
Pinterest
|
112
|
28,0
|
|
|
Instagram
|
233
|
58,2
|
|
|
Youtube
|
292
|
73,0
|
|
|
Flickr
|
141
|
35,2
|
|
|
Google plus
|
103
|
25,8
|
|
|
Blogs
|
141
|
35,2
|
|
When the findings related to participants' social
media usage are examined, 73% is using Youtube, 58,2%
is using Instagram, 56,5% is using Twitter and 47,8% is using Facebook.
Determination
of the Wrapping Effect of Resource Quality on Information Use
Table 3. Model of Regression Analysis on the
Effect of Sources of Social Network and Media on the
Attitude of Consumers
|
Model
|
Non-standardized
coefficients
|
Standardized
coefficients
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
1,841
|
0,182
|
|
8,524
|
0,000
|
|
Argument-Resource
Quality
|
0,352
|
0,054
|
0368
|
7,634
|
0,000
|
|
R2 : 0,120
F value :
58,412; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value is examined, the value is 0.120. This indicates that the
quality of the resource explains the attitude towards information use by 12%.
When the coefficients were examined, the quality of
the resource quality was 0.352 and the value was statistically significant (p
<0.05). In this context, the better the reliability of the sources that
consumers have reached through social networking and media tools, the more the
attitudes of individuals towards information use
increase. According to this result, the hypothesis H1 was accepted.
The
Determination of the Effect of Social Integration on Subjective Norms of
Consumers
Table 4. Model of Regression Analysis of the
Effect of Social Integration on Subjective Norms of
Consumers
|
Model
|
Non-standardized
coefficients
|
Standardized
coefficients
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
2,150
|
0,126
|
|
10,256
|
0,000
|
|
Social
Integration
|
0,356
|
0,045
|
0,378
|
8,604
|
0,000
|
|
R2 : 0,140
F value :
62,354; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value is examined, the value is 0.140. This value indicates that
social integration explains consumers' attitudes towards specific norms by 14%.
When the coefficients were examined, the social
integration coefficient was 0.356 and the value was statistically significant
(p <0.05). Accordingly, as the value of the social integration of consumers
increases, their behavioral intentions increase accordingly. The H2 hypothesis
is supported by this conclusion. Social integration
positively affects consumers' subjective norms.
Measuring
Consumers' Attitudes Towards Information Usage Attitudes to Purchasing
Intentions of Viral Marketing Products and Services
Table 5. Model of Regression Analysis of Consumers' Attitudes Toward Information Usage, Impact on
Purchasing Intentions of Viral Marketing Products
|
Model
|
Non-standardize
coefficient
|
Standardize
coefficient
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
1,821
|
0,138
|
|
9,521
|
0,000
|
|
Attitude
toward information usage
|
0,482
|
0,045
|
0,491
|
7,142
|
0,000
|
|
R2 : 0,218
F value :
85,214; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value was examined, the value was 0.218. This value indicates that
the attitude towards information use explains the
behavioral intention by 21.8%. When the coefficients were examined, the
coefficient of attitude related to the use of information was 0.482 and the
value was statistically significant (p <0.05). Accordingly, as consumers'
attitudes towards information use increase, their
behavioral intentions will also increase positively. H3 hypothesis is supported
according to this result.
Subjective
Norms of Consumers, Determination of the Effect of Viral Marketing Products and
Services on Purchasing Intentions
Table 6. Model of
Regression Analysis of Consumers' Subjective Norms, Effect of Viral Marketing
Products and Services on Purchasing Intentions
|
Model
|
Non-standardize
coefficient
|
Standardize
coefficient
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
1,254
|
0,130
|
|
13,214
|
0,000
|
|
Subjective
Norms
|
0,462
|
0,044
|
0,473
|
11,548
|
0,000
|
|
R2 : 0,220
F value :
78,521; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value is examined, the value is 0.220. This value suggests that
specific norms explain 22% of behavioral intentions.
When coefficients were examined, the coefficient of attitude with respect to
specific norms is 0.462 and the value was statistically significant (p
<0.05). Accordingly, as consumers increase the value they give to subjective
norms, their behavioral intentions will also increase
positively. H4 hypothesis is supported according to this result.
Determination
of Consumers' Perceived Risks (Personal and Product Related), Effect of Viral
Marketing Products on Purchasing Intentions
Table 7. Model for the
Regression Analysis of Impact of Consumers' Perceived Risks (Personal And
Product), Viral Marketing Products-Purchasing Intentions
|
Model
|
Non-Standardize
coefficient
|
Standardize
coefficient
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
2,145
|
0,184
|
|
10,254
|
0,000
|
|
Perceived
Risk Related to Product
|
-0,085
|
0,045
|
0,108
|
5,236
|
0,000
|
|
Personal
Perceived Risk
|
-0,174
|
0,048
|
0,179
|
4,931
|
0,000
|
|
R2 : 0,107
F value :
80,214; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value is examined, the value is 0.107.
This value indicates that consumers' risks are explained by 10.7% of the
behavioral intentions. When the coefficients were examined, the risk of
behavioral intention effect was determined as 0,085 for the product-related risk and 0,174 for the personal perceived risk (-) (p
<0,05). According to this, risk perception affects the intention of
behavior. H5 hypothesis is supported according to this result. As the perceived
risk associated with the product increases, the behavioral intent decreases.
Intention
to Purchase Viral Marketing Products-Services, Determine Effect on Brand Value
Table 8. Model for Analysis of Regression on
Purchasing Intention, Effect on Brand Value of Viral Marketing Products
|
Model
|
Non-standardize
coefficients
|
Standardize
coefficients
|
t
|
p
|
|
|
Beta
|
Standard Mistake
|
Beta
|
|||
|
Stable
|
1,821
|
0,120
|
|
8,520
|
0,000
|
|
Behavioral
intention
|
0,092
|
0,044
|
0,125
|
7,563
|
0,000
|
|
R2 : 0,254
F value :
78,574; p:0,00<0,05
|
|||||
The regression model established is significant.
When the R2 value is examined, the value is 0.225.
This behavioral intention explains the brand value by 25.4%. When the
coefficients were examined, the behavioral intention coefficient was found to
be 0,092 and the value was statistically significant (p <0,05). According to this, behavioral intention has affected brand value.
According to this result, H6 hypothesis is supported. Behavioral intent
perception is also increasing the brand value attitude.
RESULT
Consumer behavior should not be regarded solely
as purchasing activity. Consumer behavior is
attitudes and behaviors before, during and after purchasing. Consumers are
affected by many factors in this process. Businesses must consider all these
stages and apply active marketing techniques. Today, many people use social media networks. People on social media platforms have
the privilege of sharing, communicating with other users and expressing
themselves comfortably. In social media networks, users are constantly in
contact, affecting their purchasing intentions. Businesses
are in constant contact with consumers through social media tools in today's
world where competition is intense and they can influence brand values
positively.
In this research, consumer attitudes affecting
viral marketing in social media tools were examined
and the effect of behavioral intent on brand value was investigated.
The better the credibility of the sources that
consumers reach through social media and media tools, the more the attitudes of
individuals towards information use increase. This is
similar to the work of Gunawan and Huarng (2015) on which the hypothesis is
based. In the study of Gunawan and Huarng (2015), the hypothesis was accepted.
Miller and Lammas (2010) point out that the reliability of the sources to which
consumers have access to information is important and
that reliable sources influence the purchasing intention positively.
As the value of the consumers to the social
integration factor increases, their behavioral intentions also increase
positively. Social integration positively affects
consumers' subjective norms. Pousttchi and Wiedemann (2007) point out that in
the study of mobile viral marketing perception, mutual communication and
interaction in the context of social integration affected the intention of
behavior positively. Zernigah and Sohail (2012) noted
that social integration is an important factor in the success of viral
marketing practices.
As consumers' attitudes towards information use
increase their behavioral intentions also increase positively. It evaluates all the information that consumers have obtained about the
product or service and this is reflected in the buying behavior. Pousttchi and
Wiedemann (2007) found that knowledge is important in viral marketing success.
Evaluating information as different, fun and really
important to consumers increases the success of viral marketing. Kaplan and
Haenlein (2011) noted that the importance of shared knowledge and interest in
shared content is vital in viral marketing activities.
As the value of the consumers to the subjective norms increases, the behavioral intentions
also increase positively. Quah and Lim (2002) found that consumers are
interested in and share messages that they find interesting and close to them.
Chu (2011) stated that subjective norms are influential
on behavioral intentions in his work. It has been found out that the opinions
of the friends of the researchers or other persons are influential on their
purchasing intentions. The majority of consumers are adopting the views of
users in social networking and media sites.
As the perceived risk associated with the product
increases, the behavioral intent decreases. Kutluk and Avcıkurt (2014) stated
that risk is influential on buying behavior in their work. The greater the
perceived risk to the product, the weaker the intent
to purchase. Behavioral intent perception is also increasing the brand value
attitude. The positive change in the intention to buy through viral marketing
also raises consumers' perception of brand value. Moore (2003) pointed out that viral marketing has positive effects on brand value.
Similarly, in Bruhn (2012) study, behavioral intention influenced by viral
marketing practices positively affects consumers' brand perceptions positively.
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