Impact Of Viral Marketing On Brand Awareness

The specific section of the research paper explicitly determines the subject that is Impact of Viral Marketing on Brand Awareness as case study of Tesco has been taken in consideration. This chapter begins with effectively describing the background of the selected topic along with the identification of research significance, aim, objectives and limitations. In consideration to increasing popularity, viral marketing has been substantially remarked as the major area of focus for number of marketing researchers. Most of the research investigations mainly focus on the influences of viral marketing on the progress of any business organisation. There is no such research examination that represented all the impacts of viral marketing in one study.

Over time the advancement in technology has supported business entities to migrate the relationships as well as interactivity to another level, where it contributes effectively in terms of building brand awareness alongside sustaining the long term association with the customers. However, offering customers with the opportunity to share their opinions not always lead to positive development of word-of-mouth as well as threatens image of company with their immediate group of customers and partners. It is identified that the growth and development of the internet along with peer-to-peer electronic referrals have made it a significantly concept and the marketers have tried to efficiently exploit their overall potential by means of viral campaigns of marketing. Viral marketing is a necessary element for the success of any business entity as it refers to the transfer of essential marketing message in between consumer groups as conducts by Tesco in the UK market in order to enhance the brand awareness through video clips, advertisements, text messages and interactive flashes (Bradley, 2011).

1.2. Significance of the Study

Viral marketing is a marketing method whereby data around an organization's services or goods is passed electronically starting with one use of internet to another. Mass marketing methods have overwhelmed the marketing techniques actualized by

At the same time, it is similarly problematic to respond significantly to the key business challenges (Hollensen, 2015). In the similar way, to echo the feeling that represents to be inappropriate usage of viral marketing can be negative implication as it can create unfavourable attitudes of customers toward specific organisation and brand. Therefore, it is the major issue that needed to be taken in consideration; its influence require to be clearly depicted by the marketing managers of the organisation, owners as well as associated stakeholders with specific reference to retail business entity (Burroughs et al., 2011).

1.4. Aim

The main aim of this research is to study the “Impact of viral marketing on brand awareness. A Case Study on Tesco.” The aim is to analyse and significantly emphasise on the significance of the viral marketing on the brand awareness, and reputation of the business along with determining the extent of these impacts.

1.5. Objectives

In reference to specific research investigation, the aim of the study is further classified into differentiated objectives that are necessary to be undertaken while developing research results;

• To identify the importance of brand awareness for the present organisations

• To identify different factors,