A study of factors affecting brand awareness in the context of viral marketing in Vietnam
Abstract
This study has the main objective to assess the factors affecting brand awareness in the context of viral marketing in Vietnam. Research design is a quantitative method applying Exploratory Factor Analysis (EFA) for a sample size of 552. A multivariate linear regression analysis method is applied to determine the impact level of each factor on brand awareness. Results provide the implications of the research findings for marketers and enterprises. The results confirm that social media, messages, attractiveness, spread, credibility, entertainment, and influencers are the factors that positively promote brand awareness in the viral marketing context. For theoretical contributions, this study expects to contribute to the literature of brand awareness in the viral marketing among emerging markets. For managerial contributions, this study recommends that marketers and enterprises can assess the significance of social media, messages, attractiveness, spread, credibility, entertainment, and influencers on brand awareness in the viral marketing context. Hence, marketers and enterprises can develop effective marketing campaigns via viral marketing tools.