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Influence of Viral Marketing on Brand Equity Building With Reference To Online Social Networking Sites

Author(s): Dr. Ashutosh Nigam

Journal: International Journal of Computer Science and Management Studies
ISSN 2231-5268

Volume: 12;
Issue: 01;
Start page: 82;
Date: 2012;
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Keywords: Brand Equity | Viral Marketing

In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the marketer’s way of exploiting the power of electronic word-ofmouthcommunications among consumers through viral campaign because of its persuasive impact in influencing consumers.

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