1 publication
-
Published Subscription
Viral Branding Meets Market Complexity: The Prime Hydration Case Across Western and Indian Consumer LandscapesBy Rahul Sen, Chayani Mukherjee, Koustav Das, Soudip Roy
Abstract: The global rise of influencer-driven consumer brands has reshaped the landscape of product marketing and consumption, particularly in the functional beverage sector. This paper examines the case of Prime Hydration, a wellness beverage brand co-founded by social media influencers KSI and Logan Paul, which gained rapid popularity in Western markets through viral marketing, celebrity branding, and strategic scarcity. However, its foray into the Indian market did not yield comparable success. …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 8, Issue 2, 2025 · pp. 27–34 Read article →