Abstract:
In the digital era, consumer engagement is increasingly shifting toward online
platforms, making viral marketing a powerful strategy for influencing purchasing
behaviour. Despite its global importance, the effectiveness of viral marketing in
developing economies, particularly in Sri Lanka’s clothing industry, remains
underexplored. Few studies have specifically examined how viral marketing
strategies shape consumer purchase intentions in this sector, creating a significant gap
in the literature. Addressing this gap, the objective of this study was to examine the
impact of viral marketing on online purchase intention, with particular emphasis on
the mediating role of brand awareness. Drawing on the Advertising Value Model, the
study evaluated four key dimensions of viral marketing, such as entertainment,
informativeness, source credibility, and irritation, to determine their direct and
indirect effects on consumer purchase intention. A quantitative research design was
employed, using a validated structured questionnaire distributed to a convenience
sample of 384 online consumers in Sri Lanka. Data were analysed through SPSS,
incorporating descriptive statistics, correlation, multiple regression, and mediation
analysis to ensure robust results. Findings revealed that entertainment,
informativeness, and source credibility significantly and positively influence online
purchase intention, whereas irritation has a negative effect. Furthermore, brand
awareness was found to partially mediate the relationship between viral marketing
and purchase intention, highlighting its critical role in shaping consumer decisions.
These results not only extend the theoretical understanding of viral marketing and
brand awareness but also provide practical insights for marketers. Overall, the study
emphasizes the importance of designing engaging and informative viral content while
ensuring credibility and minimising consumer irritation in developing economies and
offers actionable recommendations for practitioners in Sri Lanka’s clothing sector.
