Volume: 19 Issue-01 (January-June) 2024

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A STUDY ON IMPACT OF VIRAL MARKETING ON BRAND AWARENESS OF HEIS.

ABSTRACT

In an era dominated by digital connectivity and information sharing, Higher Education Institutions (HEIs) are increasingly turning to viral marketing strategies to enhance their brand awareness and reach prospective students. This study delves into the dynamic landscape of viral marketing and its influence on brand awareness within the context of HEIs. Employing an exploratory methods research design, this investigation aims to assess the effectiveness of viral marketing campaigns in elevating the visibility and perception of educational institutions. The subsequent sections of this study will unfold in a systematic exploration. The literature review will delve into foundational theories and empirical studies related to viral marketing, establishing a conceptual framework for understanding its implications in the higher education sector. The methodology section will outline the research design, data collection strategies, and analytical approaches employed to interrogate the impact of viral marketing on brand awareness. Subsequently, the findings and discussions will illuminate the nuanced dynamics that characterize the relationship between viral marketing initiatives and brand perception within the realm of HEIs.

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