VIRAL MARKETING AND BRAND LOYALTY AMONG MOBILE NETWORK SUBSCRIBERS IN ENUGU METROPOLIS

Abstract

This study investigates the impact of viral marketing on brand loyalty among mobile network subscribers in Enugu Metropolis, Nigeria. Drawing on the Diffusion of Innovations Theory, Social Influence Theory, and Brand Equity frameworks, the research employed a descriptive survey design with data collected from 360 respondents selected via stratified random sampling. Data were analyzed using binary logistic regression and point-biserial correlation. Results indicate that viral marketing significantly influences brand loyalty and brand awareness, while also showing a positive relationship with customer retention. High exposure to promotional content via WhatsApp, Facebook, TikTok, YouTube, and Instagram correlated with increased trust, recommendation likelihood, and reduced switching intentions. The findings suggest that viral marketing is an effective tool for both short-term engagement and long-term customer relationship building in competitive telecom markets. The study therefore recommends sustained, multi-platform viral campaigns featuring high-impact content such as discounts, promo codes, and entertaining videos, combined with emotional branding and referral incentives, to enhance retention and loyalty.