أثر استخدام التسويق الفيروسي على و لاء المستهلك الجزائري للعلامة التجارية سامسونج "Samsung" : دراسة ميدانية تحليلية

الملخص EN

This research aims to study the loyalty of the Algerian consumer to the brand "Samsung" using viral marketing.

To achieve the goal of the study, the researcher collected the necessary information by means of a questionnaire that was developed for this purpose after being tested for validity.

The study was conducted on a soft sample that was chosen from the study community, and they are the Algerian consumer from the users of the brand "Samsung", A questionnaire was distributed on a convenient sample of (527) customers to distribute a questionnaire The following statistical techniques were employed: Frequencies, Means, Standard Deviation, ANOVA One – Way, Multiple Regression, and Alpha-Cronpach test.

The researchers attained the following results: * There is statistically significant loyalty at the level of significance 0.

05 for the brand "Samsung" by the Algerian consumer using viral marketing; * There are statistically significant differences at the level of significance of 0.

05 to the degree of loyalty of the Algerian consumers to the brand "Samsung", using viral marketing; * There is a statistically significant effect of the 0.

05 level of viral marketing on the loyalty of Algerian consumers to the brand "Samsung".

JEL Classification Codes: M31, L15