أثر مزيج التسويق الفيروسي في قرار الشراء : دراسة استكشافية لأراء عينة من مستخدمي الإنترنت بالجامعات السودانية 2021-2022 م

الملخص EN

The research dealt with the effect of the viral marketing mix on the purchase decision (an exploratory study of the opinions of a sample of Internet users in Sudanese universities).

The research problem consisted in answering the following question: What is the impact of the viral marketing mix on the purchase decision of Internet users? The following questions branch from it: What is the impact of the viral product on the purchase decision? What is the impact of the viral price on the purchase decision? What is the impact of viral distribution on the purchase decision? What is the extent of the impact of viral promotion on the purchase decision?.

The aim of the research is to know the effect of the viral marketing mix on the purchase decision of Internet users, and to identify the most used and effective viral marketing tools in influencing the purchase decision.

The research tested the hypotheses, the viral marketing mix affects the purchase decision of Internet users in Sudanese universities, the viral product affects the purchase decision of Internet users in Sudanese universities, the viral price affects the purchase decision of Internet users in Sudanese universities, the viral distribution affects the purchase decision Among Internet users in Sudanese universities, viral promotion affects the purchase decision of Internet users in Sudanese universities.

The research used the descriptive analytical method.

The research reached a number of results, the most important of which is that the level of availability of viral distribution from the point of view of the study sample tends towards agreement with a high degree, in terms of its arithmetic mean of (3.77) and with a standard deviation of (0.860), that the level of availability of viral promotion from the point of view of the study sample is heading towards Approval with a high degree, in terms of its arithmetic mean of (3.64) and standard deviation of (0.881), it was proven that the level of availability of the purchase decision from the point of view of the study sample tends towards approval with a high degree, in terms of its arithmetic mean of (3.82) and standard deviation of (0.846)., the study demonstrated the existence of an effect of the viral marketing mix with its elements: (viral product, viral price, viral distribution) on the purchase decision of the study sample members, while there was no effect of the viral marketing mix with its element: (viral promotion) on the purchase decision of the study sample members.