دور التسويق الفيروسي في انتشار السلع المقلدة : دراسة حالة طالبات كلية المجتمع بخميس مشيط-شطر الطالبات

الملخص EN

The emergence of the concept of viral marketing was based on the use of the spoken word in carrying out marketing activities using the Internet and contacting individual sites.

It also directly affects the spread of counterfeit goods for that matter, which is very important and has a direct impact on the life of the consumer, as well as the scientific addition of the King Khalid University Library and the enrichment of the scientific research movement that The university seeks to raise its proceeds through the efforts of researchers.

The study aimed to identify the impact of viral marketing on the spread of counterfeit goods and to determine the negative effects of counterfeit goods on the consumer.

With regard to the study community (the number of female students for this semester 1423 and the study sample 278) and the value of the KMO test indicates that it reached (0.884) according to the rule (Kaiser, 1974) which states that the acceptable minimum for the value of KMO must exceed (0.5), it is clear that the extracted value For the KMO test lab is greater than the specified value and thus the sample size is sufficient and appropriate for the study, and to measure the validity and consistency of the questionnaire, all the basic aspects in formulating the questions were taken into consideration to achieve interconnection between the different dimensions and then the questionnaire was presented to a number of arbitrators with a view to ascertain the structural honesty as used by the researcher To verify the stability of r resolution The index of the alpha-Cronbach parameter is set, and the results have shown that all the parameters are statistically significant, and the alpha-Cronbach coefficients also show that the values of alpha-Cronbach for all phrases (the questionnaire) are greater than (70%), and these values mean the availability of a high degree of internal stability for all phrases, whether that For each phrase separately or at the level of all the scale statements, the value of the Cronbach's ratios of the total scale reached (0.893), i.e.

(89%), which is very high, and then it can be said that the measures that the study relied on to measure the questionnaire statements have the internal stability of their terms, which enables us to depend On these answers in achieving the goals of the study and solved For its results, Hair et al (2010) determined a value of 0.70 for the minimum Cronbach coefficient that might be acceptable at a value of 0.60 As the study was conducted in the field of social sciences and the study resulted in a significant effect at the level of significance (0.05) of viral marketing on commodity proliferation Counterfeiting).

Also, there is a significant effect at the significance level (0.05) of viral marketing on the damages resulting from the spread of counterfeit goods.

The most important recommendations include the inclusion of viral marketing in the marketing approach at King Khalid University.