"Mediating Effect of Brand Loyalty on Viral Marketing and Consumer Purchase Intention towards Cosmetic Products - An Investigation in Agartala City”

Abstract

This study investigates the interplay between viral marketing, brand loyalty, and consumer purchase intention towards cosmetic products in Agartala, India. The research adopts a simple random sampling method to gather data from a sample size of 300 participants. Following the Baron and Kenny model for mediation analysis, the study utilizes SPSS 20 for multiple linear regression. The results uncover a partial mediation effect, indicating that brand loyalty partially mediates the relationship between viral marketing and purchase intention among consumers in Agartala. This emphasizes how important brand loyalty is in influencing customer behavior in the cosmetics industry. By elucidating this mediation mechanism, the study enriches understanding of consumer decision-making processes within the context of viral marketing in Agartala. Moreover, it offers actionable insights for marketers aiming to optimize their strategies in the region's cosmetics industry. This study offers insightful information specifically suited to the Agartala market, aiding in the creation of successful local marketing plans.