Influence of Viral Marketing on Brand Equity Building With Reference To Online Social Networking Sites
Journal Title: International Journal of Computer Science and Management Studies (IJCSMS) www.ijcsms.com - Year 2012, Vol 12, Issue 1
Abstract
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-ofmouth communications among consumers through viral campaign because of its persuasive impact in influencing consumers.
Authors and Affiliations
Dr. Ashutosh Nigam
Keywords
Related Articles
- EP ID EP92902
- DOI -
- Views 127
- Downloads 0
GRID COMPUTING AND CHECKPOINT APPROACH
Grid computing is a means of allocating the computational power of a large number of computers to complex difficult computation or problem. Grid computing is a distributed computing paradigm that differs from traditiona...
AN AUTOMATED RECOGNITION OF FAKE OR DESTROYED INDIAN CURRENCY NOTES IN MACHINE VISION
Almost every country in the world face the problem of counterfeit currency notes, but in India the problem is acute as the country is hit hard by this evil practice. Fake notes in India in denominations of Rs.100, 500 an...
Cost prediction using Neural Network Learning Techniques
The continuous hardware and software development, jointly with the world economical interaction phenomenon has contributed to the competitiveness increase between producing and delivering companies of software product an...
COMPARITIVE STUDY OF SELECTED EQUITYDIVERSIFIED MUTUAL FUND SCHEMES
With the plethora of schemes available in the Indian markets, an investors needs to evaluate and onsider various factors before making an investment decision. The present investigation is aimed to examine the perf...
Semantic Web Mining and its application in Human Resource Management
The Semantic Web is a project and vision of the World Wide Web Consortium to extend the current Web, so that information is given a well-defined meaning and structure, enhancing computers and people to work in cooperatio...