اثر التسويق الفيروسي على قرار الشراء لدى المستهلك في منطقة الجوف

Résumé: The study aimed to identify the effect of viral marketing on the purchasing decision of customers in the Al-Jouf region. Viral marketing includes marketing tools represented by viral advertising campaigns via social media, electronic publishing methods such as mail and electronic advertising, and the power of opinion leader's “influencers” to influence consumer purchasing decisions. An electronic questionnaire was designed and distributed to a random sample of customers in the Al-Jouf region, the total number of responses from the research sample was (519). The results of the study found that most respondents' opinions were consistent with the viral marketing tools that influence them regarding the decision to purchase the product. First came the viral campaigns via social networking sites as the most positively affecting viral marketing tools on the purchase decision of customers in the Al-Jouf region. The application (Tik Tok and YouTube) came in first place. As for viral advertising campaigns via mail and electronic advertising, they came in second place in impact, followed by opinion leaders and influencers, as they had the ability to persuade consumers to adopt different purchasing decisions in the Al-Jouf region. The study recommended the adoption of viral marketing tools by companies and brands and seeking to employ them in their marketing campaigns, as well as the need to pay attention to smartphones because they have an influential role in the dissemination and follow-up of text messages for products.

Publié dans la revue: مجلة القيمة المضافة لاقتصاديات الاعمال