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Nigeria Journal of Management Sciences (NJMS), Benue State University
Evaluating the Effect of Viral Marketing on Customer Brand Equity: An Empirical Evidence
Dr. Olannye, A.P: Department of Business Administration and Marketing Faculty of Management Sciences, Delta State University, Asaba Campus, Nigeria olannyeap@gmail.com 08033097190
Onobrakpeya, A.S: Department of Business Administration and Marketing Faculty of Management Sciences, Delta State University, Asaba Campus, Nigeria
Abstract
The main objective of the study is to examine the effect of viral marketing on brand equity in the Nigerian non alcoholic beverage industry. A cross-sectional survey research design method was adopted. Stratified random sampling technique was applied to select the sample. The study made use of a sample size of 289 employees from selected non alcoholic beverage firms in Lagos State, Nigeria. The research instrument was a 30-item validated structured questionnaire of the Likert Scale type. The statistical techniques used are the descriptive statistics, correlation and multiple regression analysis. Findings showed that there is a significant relationship between the constructs of viral marketing and brand equity. Social networks appear to have the highest positive effect on brand equity in the non alcoholic beverage industry in Lagos State, Nigeria. The study therefore, concluded that the use of social networks can help to reach out to more customers geographically. By reaching out to more customers, the business can improve its marketing strategies and create brand equity. It was recommended that firms must regard targeting skillfully by sending messages to groups that are interested in the brand, product, or service with possibility of success than simply emailing to the world at large.Key words: Viral Marketing, Social Networks, Electronic Word-Of-Mouth, Online Trust, Brand Equity.
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