How to cite this paper
Amperawati, E., Rahmawati, R., Haerofiatna, H & Rusmawan, T. (2024). Investigating the role of viral marketing, and brand awareness on purchase decisions: An empirical study in Indonesian online shops.International Journal of Data and Network Science, 8(3), 1715-1726.
Refrences
Agarwal, M. (2020). Importance of User Generated Content as a part of Social Media Marketing that drives Customers’s Brand Awareness and Purchase Intentions. The International journal of analytical and experimental modal analysis, 12(2), 3071.
Alkharabsheh, K. S., ALsarayreh, M. N., Rumman, M. A., & Al Farajat, A. H. (2011). The impact of viral marketing via the Internet on promotion of tourism products in Jordan. International Research Journal of Finance and Economics, 80, 138-147.
Annas, M. (2023). Lifestyle Moderation: Viral Marketing And Purchase Decision In E-Commerce. Asia Pacific Journal of Business Economics and Technology, 3(02), 88-101.
Anwar, S. M., & Hasbi, A. R. (2023). The effect of viral marketing, promotions, and flash sales on the purchase intention online shopping z generation in marketplace tiktok shop. Enrichment: Journal of Management, 12(6), 4841-4848.
Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, L. H. (2021). The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Purchase Intention On Grab Application Users Domicile Of Tangerang. Enrichment: Journal of Management, 12(1), 426-441.
Artanti, Y., Prasetyo, F. H., & Sulistyowati, R. (2019). How Social Media Marketing Influences Online Purchasing Deci-sion: Study of the Viral Marketing and Perceived Ease of Use. KnE Social Sciences, 988-1004.
Awaludin, M. N., & Sukmono, S. (2020). The Effect of Social Media Marketing and Brand Awarness on Purchase Deci-sions With Viral Marketing As Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta. AFEBI Management and Business Review, 5(1), 54-68.
Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294-307.
Bilgin, Y. (2020). The influence of social media friendship on brand awareness and purchase intention: evidence from young adult consumers. International Journal of Marketing, Communication and New Media, 8, 45-48.
Chin, W. W., Salisbury, W. D., Pearson, A. W., & Stollak, M. J. (1999). Perceived cohesion in small groups: Adapting and testing the perceived cohesion scale in a small-group setting. Small group research, 30(6), 751-766.
Clinton, S., & Secapramana, L. V. H. (2022). The Effect of Brand Awareness, Price, and Promotion on Purchase Decisions on Smartphones. The Management Journal of Binaniaga, 7(2), 213-228.
Cruz, D., & Fill, C. (2008). Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26(7), 743-758.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966.
Domingos, P. (2005). Mining social networks for viral marketing. IEEE Intelligent Systems, 20(1), 80-82.
Gil-Or, O. (2010). Building consumer demand by using viral marketing tactics within an online social network. Advances in Management, 3(7), 7-14.
Grace, D., & O'cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of product & brand management, 14(2), 106-116.
Hamed, E. M. (2017). Investigating effects of viral marketing on consumer‟ s purchasing decision (case study: the stu-dents of the Administrative Sciences College Najran University). British Journal of Marketing Studies, 5(4), 63-73.
Hayati, I., & Handika, W. (2021). The Influence Of Brand Awareness On Purchasing Decisions Of 212 Sharia Cooperative Members. International Journal Of Islamic And Social Sciences (Isos), 1(3), 83-88.
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers' behavioral in-tention. Pacific science review B: Humanities and social sciences, 1(1), 49-56.
Helm, S. (2000). Viral marketing-establishing customer relationships by'word-of-mouse'. Electronic markets, 10(3), 158-161.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand aware-ness and purchase intention: the case of MINI on Facebook. Journal of product & brand management, 22(5/6), 342-351.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business research, 63(9-10), 1000-1006.
Hosseinikhah Choshaly, S., & Mirabolghasemi, M. (2022). The role of viral marketing strategies in predicting purchasing intention of eco-labeled products. Journal of Islamic Marketing, 13(5), 997-1015.
Hoang, X. L., Nguyen, T. K. C., Ly, H. M., Luong, T. T., & Nguyen, T. T. Q. (2020). The moderating role of CSR associa-tions on the link between brand awareness and purchase intention. Journal of Asian Finance, Economics and Business, 7(6), 233-240.
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International journal of data and network science, 6(2), 477-486.
Katerina, A., Simanjuntak, A., Terenggana, C. A., & Tyra, M. J. (2023). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. Journal of Business and Information System, 5(1), 11-18.
Krishnamurthy, S. (2001). Viral marketing: What is it and why should every service marketer care?. Journal of Services Marketing, 15(6), 422-424.
Kwiatkowska, J. A. (2009). Viral marketing in the internet. Characteristics of an effective virus. Annales Universitatis Apulensis Series Oeconomica, 11(2), 1047-1054.
Leila, C., & Abderrazak, G. (2013). The impact of the effectiveness of a buzz marketing campaign on the image, aware-ness and purchasing decision: The moderating role of involvement. Journal of marketing research & case studies, 2013, 1-8.
Martha, L., Primadewi, A., Priwirjanto, E., Fatmawati, E., Nahdiana, N., Yustina, I., ... & Hidayati, L. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products. International Journal of Data and Network Science, 7(3), 1117-1124.
Mukherjee, S., Das, M. K., & Chakraborty, T. K. (2023). Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector. Scholars Journal of Economics, Business and Management, 4, 61-77.
Mulyadi, M., Hariyadi, H., Hakim, L., Achmad, M., Syafri, W., Purwoko, D., ... & Muksin, M. (2023). The role of digital marketing, word of mouth (WoM), and service quality on purchasing decisions of online shop products. International Journal of Data and Network Science, 7(3), 1405-1412.
Pharr, J. M. (2005). A research agenda for brand-building on the internet with banner advertising. Services Marketing Quarterly, 26(2), 39-47.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth adver-tising: Examining consumer responses and motivations to pass along email. Journal of advertising research, 44(4), 333-348.
Purwanto, A., Purba, J., Bernarto, I., & Sijabat, R. (2023). Investigating the role digital transformation and human resource management on the performance of the universities. International Journal of Data and Network Science, 7(4), 2013-2028..
Putri, D. R. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: Ailesh Green Consulting). European Journal of Business and Management Research, 6(5), 87-93.
Sawaftah, D., Calıcıoglu, C., & Awadallah, R. (2020). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management science letters, 10(6), 1307-1320.
Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral market-ing. Communications of the ACM, 46(12), 300-307.
Sharma, R. A. H. U. L., & Sharma, S. K. (2015). An Emperical Research on Influence of Viral Marketing On Consumers Buying Decisions. International Journal Of Marketing, Financial Services & Management Research, 4(5), 171-186.
Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of brand awareness and brand im-age on brand equity–an empirical study of logistics service providers. Journal of Economics and Management, 33, 96-119.
Vazifehdoost, H., & Negahdari, A. (2018). Relationships of brand awareness, brand association, and perceived quality with brand loyalty and repurchase intention. Case Studies Journal, 7(1), 45-51.
Wijayaa, O., Sulistiyanib, S., Pudjowatic, J., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231-238.
Žnideršič, R. K., & Marić, D. (2008). Viral Marketing as a Specific Form of Internet-Based Marketing of Products and Services. Economic Themes, Year XLVI, 4, 41-49.
Ziko, A. O. A., & Asfour, A. (2023). Effect of Digital Marketing on Consumer Buying Behaviour in the Modern Trade Sector in Egypt. Journal of Business, 11(4), 46-62.
Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14, 549.
Alkharabsheh, K. S., ALsarayreh, M. N., Rumman, M. A., & Al Farajat, A. H. (2011). The impact of viral marketing via the Internet on promotion of tourism products in Jordan. International Research Journal of Finance and Economics, 80, 138-147.
Annas, M. (2023). Lifestyle Moderation: Viral Marketing And Purchase Decision In E-Commerce. Asia Pacific Journal of Business Economics and Technology, 3(02), 88-101.
Anwar, S. M., & Hasbi, A. R. (2023). The effect of viral marketing, promotions, and flash sales on the purchase intention online shopping z generation in marketplace tiktok shop. Enrichment: Journal of Management, 12(6), 4841-4848.
Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, L. H. (2021). The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertising On Brand Awareness And Purchase Intention On Grab Application Users Domicile Of Tangerang. Enrichment: Journal of Management, 12(1), 426-441.
Artanti, Y., Prasetyo, F. H., & Sulistyowati, R. (2019). How Social Media Marketing Influences Online Purchasing Deci-sion: Study of the Viral Marketing and Perceived Ease of Use. KnE Social Sciences, 988-1004.
Awaludin, M. N., & Sukmono, S. (2020). The Effect of Social Media Marketing and Brand Awarness on Purchase Deci-sions With Viral Marketing As Intervening Variables on Janji Jiwa Coffee Consumers Among Students Using Social Media Area Jabodeta. AFEBI Management and Business Review, 5(1), 54-68.
Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294-307.
Bilgin, Y. (2020). The influence of social media friendship on brand awareness and purchase intention: evidence from young adult consumers. International Journal of Marketing, Communication and New Media, 8, 45-48.
Chin, W. W., Salisbury, W. D., Pearson, A. W., & Stollak, M. J. (1999). Perceived cohesion in small groups: Adapting and testing the perceived cohesion scale in a small-group setting. Small group research, 30(6), 751-766.
Clinton, S., & Secapramana, L. V. H. (2022). The Effect of Brand Awareness, Price, and Promotion on Purchase Decisions on Smartphones. The Management Journal of Binaniaga, 7(2), 213-228.
Cruz, D., & Fill, C. (2008). Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26(7), 743-758.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966.
Domingos, P. (2005). Mining social networks for viral marketing. IEEE Intelligent Systems, 20(1), 80-82.
Gil-Or, O. (2010). Building consumer demand by using viral marketing tactics within an online social network. Advances in Management, 3(7), 7-14.
Grace, D., & O'cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of product & brand management, 14(2), 106-116.
Hamed, E. M. (2017). Investigating effects of viral marketing on consumer‟ s purchasing decision (case study: the stu-dents of the Administrative Sciences College Najran University). British Journal of Marketing Studies, 5(4), 63-73.
Hayati, I., & Handika, W. (2021). The Influence Of Brand Awareness On Purchasing Decisions Of 212 Sharia Cooperative Members. International Journal Of Islamic And Social Sciences (Isos), 1(3), 83-88.
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers' behavioral in-tention. Pacific science review B: Humanities and social sciences, 1(1), 49-56.
Helm, S. (2000). Viral marketing-establishing customer relationships by'word-of-mouse'. Electronic markets, 10(3), 158-161.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand aware-ness and purchase intention: the case of MINI on Facebook. Journal of product & brand management, 22(5/6), 342-351.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business research, 63(9-10), 1000-1006.
Hosseinikhah Choshaly, S., & Mirabolghasemi, M. (2022). The role of viral marketing strategies in predicting purchasing intention of eco-labeled products. Journal of Islamic Marketing, 13(5), 997-1015.
Hoang, X. L., Nguyen, T. K. C., Ly, H. M., Luong, T. T., & Nguyen, T. T. Q. (2020). The moderating role of CSR associa-tions on the link between brand awareness and purchase intention. Journal of Asian Finance, Economics and Business, 7(6), 233-240.
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International journal of data and network science, 6(2), 477-486.
Katerina, A., Simanjuntak, A., Terenggana, C. A., & Tyra, M. J. (2023). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. Journal of Business and Information System, 5(1), 11-18.
Krishnamurthy, S. (2001). Viral marketing: What is it and why should every service marketer care?. Journal of Services Marketing, 15(6), 422-424.
Kwiatkowska, J. A. (2009). Viral marketing in the internet. Characteristics of an effective virus. Annales Universitatis Apulensis Series Oeconomica, 11(2), 1047-1054.
Leila, C., & Abderrazak, G. (2013). The impact of the effectiveness of a buzz marketing campaign on the image, aware-ness and purchasing decision: The moderating role of involvement. Journal of marketing research & case studies, 2013, 1-8.
Martha, L., Primadewi, A., Priwirjanto, E., Fatmawati, E., Nahdiana, N., Yustina, I., ... & Hidayati, L. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products. International Journal of Data and Network Science, 7(3), 1117-1124.
Mukherjee, S., Das, M. K., & Chakraborty, T. K. (2023). Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector. Scholars Journal of Economics, Business and Management, 4, 61-77.
Mulyadi, M., Hariyadi, H., Hakim, L., Achmad, M., Syafri, W., Purwoko, D., ... & Muksin, M. (2023). The role of digital marketing, word of mouth (WoM), and service quality on purchasing decisions of online shop products. International Journal of Data and Network Science, 7(3), 1405-1412.
Pharr, J. M. (2005). A research agenda for brand-building on the internet with banner advertising. Services Marketing Quarterly, 26(2), 39-47.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth adver-tising: Examining consumer responses and motivations to pass along email. Journal of advertising research, 44(4), 333-348.
Purwanto, A., Purba, J., Bernarto, I., & Sijabat, R. (2023). Investigating the role digital transformation and human resource management on the performance of the universities. International Journal of Data and Network Science, 7(4), 2013-2028..
Putri, D. R. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: Ailesh Green Consulting). European Journal of Business and Management Research, 6(5), 87-93.
Sawaftah, D., Calıcıoglu, C., & Awadallah, R. (2020). The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus. Management science letters, 10(6), 1307-1320.
Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral market-ing. Communications of the ACM, 46(12), 300-307.
Sharma, R. A. H. U. L., & Sharma, S. K. (2015). An Emperical Research on Influence of Viral Marketing On Consumers Buying Decisions. International Journal Of Marketing, Financial Services & Management Research, 4(5), 171-186.
Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of brand awareness and brand im-age on brand equity–an empirical study of logistics service providers. Journal of Economics and Management, 33, 96-119.
Vazifehdoost, H., & Negahdari, A. (2018). Relationships of brand awareness, brand association, and perceived quality with brand loyalty and repurchase intention. Case Studies Journal, 7(1), 45-51.
Wijayaa, O., Sulistiyanib, S., Pudjowatic, J., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231-238.
Žnideršič, R. K., & Marić, D. (2008). Viral Marketing as a Specific Form of Internet-Based Marketing of Products and Services. Economic Themes, Year XLVI, 4, 41-49.
Ziko, A. O. A., & Asfour, A. (2023). Effect of Digital Marketing on Consumer Buying Behaviour in the Modern Trade Sector in Egypt. Journal of Business, 11(4), 46-62.
Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14, 549.