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<p>This study investigates the complex dynamics of viral marketing in India’s FMCG industry, focusing on how it affects brand development, including loyalty, image, and brand recognition. Structural equation modelling (SEM) was used in the study to test its assumptions using a cross-sectional methodology and a sample of 578 FMCG consumers from throughout India. According to the findings, viral marketing greatly improves brand image and raises brand recognition. Consumer brand loyalty was subsequently encouraged by the favourable impact of increased brand awareness on brand image. In the process of enhancing brand loyalty, both brand image and brand awareness were crucial. The study emphasizes how crucial marketing tactics are for companies looking to grow their clientele and establish trusting relationships with a wide range of consumers.</p>

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Enhancing brand loyalty via viral marketing: insights from the E-L-M model

  • 期刊论文

  • 发表日期：

    2025年7月22日

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  • Tanpat Kraiwanit,
  • Dipak Saha,
  • Ruchi Sharma

摘要

This study investigates the complex dynamics of viral marketing in India’s FMCG industry, focusing on how it affects brand development, including loyalty, image, and brand recognition. Structural equation modelling (SEM) was used in the study to test its assumptions using a cross-sectional methodology and a sample of 578 FMCG consumers from throughout India. According to the findings, viral marketing greatly improves brand image and raises brand recognition. Consumer brand loyalty was subsequently encouraged by the favourable impact of increased brand awareness on brand image. In the process of enhancing brand loyalty, both brand image and brand awareness were crucial. The study emphasizes how crucial marketing tactics are for companies looking to grow their clientele and establish trusting relationships with a wide range of consumers.