أثر التسويق الفيروسي على صورة العلامة التجارية : دراسة ميدانية لعينة من متعاملي شركة أوريدو للاتصالات

الملخص EN

M31This study aimed to identify one of the modern types of electronic marketing, which is represented by viral marketing, and to highlight its impact on the image of the brand.

The study reached a set of results, most notably: - There is a direct relationship between viral marketing and brand image; - The presence of social networking sites, newsletters and free offers on the brand image of Ooredoo; - There are differences in the answers related to the image of the mark according to the gender variable, while there are no other differences for the two dimensions according to the age variable.

Jel Classification Codes: M30.

؛ M31؛ Z13