دور التسويق الفيروسي في بناء الشهرة غير المشتراه للمشروعات الناشئة في ليبيا : دراسة ميدانية على عينة من المشروعات الناشئة التجارية بمدينة طبرق نموذجا

الملخص EN

First, the research aims to highlight the two concepts of viral marketing, and the concept of non-purchased goodwill,The next goal of the research was to define the role viral marketing can play in building the non-purchased goodwill for startups in Libya.The first goal was achieved by presenting a conceptual presentation of viral marketing, the concept of non-purchased goodwill and the nature of the possible relationship between them ; The research ended with a field study that served as the second goal, and was based on taking opinions in this regard, and the researcher relied on a sample of (25) individuals who answered the questionnaire as a main tool for data collection, which was analyzed by descriptive and inferential statistics (correlation coefficient), and accordingly it was reached For the following main result : Viral marketing plays an important role in building non-purchased goodwill for Libyan start-ups;, and contributes to this with an expected percentage of (R Square = 77.6%), with an importance level of (0.004) ; Compared to a significant level (α = 0.050).The study recommends the following : The need for Libyan start-ups to adopt the concept of viral marketing and include it among the most important variables that control the building of non-purchased goodwill.