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The Viral Effect on Brand Image in Fashion TikTok

Author

Listed:
  • Vladimir Zhechev

    (University of Economics - Varna, Bulgaria)

  • Maria-Yoana Gercheva

    (University of Economics - Varna, Bulgaria)

Abstract

Given the substantially decreasing attention span of people and the ever-growing amounts of marketing communications that fashion brands spread out, marketers have been prompted to reconsider the tools for capturing the attention of customers. In this regard, viral marketing (VM) has established itself as an effective and far-reaching instrument for developing and sustaining brand image in social media (SM) context. The purpose of the article is to establish if there is a relationship between viral marketing and a fashion brand’s image and whether it is positive or negative in the context of the social media platform TikTok. A novel conceptual model is designed based on existing and specifically adapted constructs to measure the nexuses between the domains of interest. Structural equation modelling (SEM) is applied to evaluate the potential relationships between the observed variables. The findings support the main postulate that viral marketing influences a fashion brand’s image in a positive way and in one instance – vice versa. This research builds over studies that have observed the relationship between word-of-mouth (WOM) and brand image and fills a gap by focusing explicitly on VM.

Suggested Citation

  • Vladimir Zhechev & Maria-Yoana Gercheva, 2025. "The Viral Effect on Brand Image in Fashion TikTok," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 31-49, March.
    • Handle: RePEc:nwe:eajour:y:2025:i:1:p:31-49
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    References listed on IDEAS

    as
    1. J. Lucy Lee & Jeffrey D. James & Yu Kyoum Kim, 2014. "A Reconceptualization of Brand Image," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(4), pages 1-11, July.
    2. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

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    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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