Please use this identifier to cite or link to this item: http://hdl.handle.net/10321/1085
DC FieldValueLanguage
dc.contributor.authorLekhanya, Lawrence Mpele-
dc.date.accessioned2014-06-24T10:25:25Z-
dc.date.available2014-06-24T10:25:25Z-
dc.date.issued2014-03-
dc.identifier.citationLekhanya, L.M. 2014. The Impact Of Viral Marketing On Corporate Brand Reputation. International Business & Economics Research Journal. Vol.13, no. 2, pp. 213-230en_US
dc.identifier.issn1535-0754-
dc.identifier.issn2157-9393-
dc.identifier.urihttp://hdl.handle.net/10321/1085-
dc.description.abstractThis paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the study’s exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.en_US
dc.format.extent18 pen_US
dc.language.isoenen_US
dc.publisherInternational Business & Economics Research Journal (IBER)en_US
dc.relation.ispartofThe international business & economic research journal (Online)-
dc.subjectViral marketingen_US
dc.subjectBrand reputationen_US
dc.subjectCorporate branden_US
dc.titleThe impact of viral marketing on corporate brand reputationen_US
dc.typeArticleen_US
dc.publisher.urihttp://journals.cluteonline.com/index.php/IBER/article/view/8437en_US
dc.dut-rims.pubnumDUT-003725en_US
item.languageiso639-1other-
item.fulltextWith Fulltext-
item.grantfulltextopen-
Appears in Collections:Research Publications (Management Sciences)
Files in This Item:
File Description SizeFormat
lekhanya_2014_output_ib_erj.pdf1.16 MBAdobe PDFThumbnail
View/Open
Show simple item record

Page view(s) 50

1,721
checked on Nov 26, 2020

Download(s) 5

4,684
checked on Nov 26, 2020

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.