DOI: 10.36347/sjebm.2023.v10i04.001

Pages: 61-77

The study aims to examine whether brand awareness contributes to consumers’ purchase intention on FMCG products in the context of viral marketing. In this study, 452 FMCG customers in India voluntarily participated. Smart PLS 4.0 was used to analyze the data for the measurement model and structural model after the convenience sampling technique was used to gather the data. It was revealed that viral marketing has a sizable impact on brand awareness leading to purchase intention. Furthermore, this study explored that brand loyalty has a partial mediating effect between the aforementioned two constructs. In order to gain a competitive advantage over their rivals, FMCG companies can benefit from this study by formulating their brand management strategies in light of the findings. Additionally, this study opens up new opportunities for future researchers and management experts to find a distinctive viewpoint on this fascinating topic.