الدور الوسيط لإعادة نية الشراء في العلاقة بين التسويق الفيروسي و اتخاذ قرار الشراء بالتطبيق على طلاب الدراسات العليا بكلية الاقتصاد و الدراسات التجارية جامعة كردفان 2021 م

الملخص EN

The study aimed to identify the mediating role of repurchasing the intention to buy in the relationship between viral marketing and making the purchase decision by applying it to graduate students at the faculty of economics and commercial studies, university of Kordofan 2021 ad, the study used the descriptive approach, the study adopted the method of comprehensive inventory, where 150 questionnaires were distributed, and it was done.

retrieving 125 valid questionnaires for analysis, at a rate of (82.67%).the most important findings of the study are the presence of a strong positive relationship between viral marketing and buy-back intent, as students focused on social media on Facebook, Whatsapp, and twitter, because through it, they learn about the experiences of others that motivate them to repurchase.

the most important recommendation of the study is the need to enhance confidence in any content that reaches customers via e-mail, as long as it is from relatives and friends to increase their desire to buy products.