مخاطر الوباء و السلوك الاستهلاكي : دراسة اجتماعية لفحص انعكاسات التسويق الفيروسي للمعلومات عبر الشبكات الاجتماعية و قياس العوامل الاستهلاكية المحددة للشراء بدافع الذعر في وسط وباء COVID-19

الملخص EN

The use of social networks reached a peak during the COVID-19 coronavirus pandemic, and with the increasing rates of infections and deaths, various countries of the world, including Egypt, took many measures to try to contain the virus and, if possible, confront it ; which represented in the closure; closing of airports, social distancing, curfew, suspension of studies in schools and universities.

with many individuals in quarantine and home isolation, social networks have enhanced the viral marketing of a lot of misinformation and increased circulation and sharing of information about the epidemic in the virtual community, which eventually led to individuals seeking to take many behaviors to confront the risks of the epidemic, the most prominent of which is what is known panic buying (hoarding and hoarding) of various health and nutritional products ; hence, the current study aims to explore the impact of the COVID-19 pandemic on consumer behavior, by understanding the impact of external consumer factors represented in (viral marketing, social, global, institutional, cognitive and marketing factors) and factors internal consumption (psychological) via social networks in promoting panic buying among Egyptian families in the midst of the COVID-19 epidemic.

methodology-to achieve the objectives of the study, the researcher employed the social survey method by conducting in-depth interviews with the head of the household for a sample of 100 families from Assiut governorate who use social media.

the results-the results of the study reveal that the consumption behavior of Egyptian families has changed during the epidemic due to the viral marketing of information through social networks and due to many external and internal factors, on top of which are institutional factors and global factors.

in addition, during the pandemic, families tended to online shopping in addition to traditional shopping.