أثر التسويق الفيروسي على تنمية و لاء الزبون للعلامة التجارية : دراسة عينة من زبائن علامة موبيليس

الملخص EN

The aim of this research is to identify the effect of viral marketing on developing customer loyalty to the brand by applying it to a sample of Mobilis brand customers in M'sila, where information was collected by means of a form distributed to a random sample of 176 individuals from Mobilis brand, and after statistical analysis using SPSS program The study indicates the presence of a statistically significant effect at the level (0.

05) of viral marketing on the development of knowledge loyalty to customers Mobilis, through the effect of viral marketing on both knowledge loyalty, emotional loyalty, voluntary loyalty, and behavioral loyalty.

In light of the findings, the study recommended several recommendations, the most important of which are: Attention more to viral marketing by economic institutions to be of a strategic nature for its role in spreading marketing messages to others quickly and at the lowest costs, and work to reach the target audience and take into account their different desires and earn their loyalty through the use of Viral Marketing.