استعمال النمذجة بالمعادلات الهيكلية لقياس أثر التسويق الفيروسي على صورة العلامة التجارية

الملخص EN

The aim of this study is to stand at the perception level of the organization of Mobilis about the main role of viral marketing and its place in there communication strategy.

And make sure that it is possible to measure the viral marketing in four dimensions which are: E-publishing tools, financial incentives, viral campaigns, and opinion leaders.

and also discover if there is impact on the brand image through the Functional image, emotional image, the reputation.

In order to answer The problematic and test the hypothesis of this study we assumed a model to measure the impact of the dimensions of viral marketing on the brand image.

The study reached that we can measure the viral marketing in four dimensions which impact brand image of Mobilis.