THE IMPACT OF VIRAL MARKETING ON BRAND PREFERENCE OF HERO LARGER BEER
- Project Research
- 1-5 Chapters
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Abstract
The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers‘ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). the main objective of the study is centered on the impact of viral marketing on brand preference of hero larger beer. The study adopted the survey research design and randomly enrolled participants in the study. A total of 80 responses were validated from the enrolled participants where all respondent are staff of Hero lager Beer, Enugu State.This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.
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