Significant of viral marketing dimensions (Word of Toueh)‎ on buying fast food restaurants produets: case of Jordan

Other Title(s)

أهمية أبعاد التسويق الفيروسي (كلمة اللمس منقولة)‎ لشراء منتجات مطاعم الوجبات السريعة : حالة دراسية الأردن

Author

al-Majali, Malik

Source

Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series

Issue

Vol. 34, Issue 6 (31 Dec. 2019), pp.39-61, 23 p.

Publisher

Mutah University Deanship of Academic Research

Publication Date

2019-12-31

Country of Publication

Jordan

No. of Pages

23

Main Subjects

Marketing

Topics

Abstract EN

This study aims to investigate the significance of viral marketing dimensions on customer's intention behavior to buy the fast food restaurant's product in Jordan.

This study uses the quantitative approach to collect the data from the respondents which are the fast food restaurant customers in Jordan specifically at the University Of Jordan Street in Amman, the capital of Jordan.

The researcher in this study distributed one hundred and fifty questionnaires for three main fast food restaurants in this location which are (KFC.

MacDonald and Burger king) with fifty questionnaires for each one of them.

Question of this study adapted from previous studies and modified to be suitable for the aims of this study to collect the primary data.

The findings of this study show that the viral marketing dimensions have highly significance on customer's intention to buy the fast food restaurant products.

Also the findings of this study indicate that the three viral marketing dimensions have a high significance on customer's intention to buy the fast food restaurant's products.

However, brand association has great significance on customer's intention following with brand confidcncc and brand consciousness.

In addition, the results of this study show that the Jordanian customers have high intention to buy the fast food restaurants' products when they watch it in social network applications like Facebook, Twitter and other social network applications.

Finally, this study suggests some recommendations for academic researchers and practitioners.

American Psychological Association (APA)

al-Majali, Malik. 2019. Significant of viral marketing dimensions (Word of Toueh) on buying fast food restaurants produets: case of Jordan. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series،Vol. 34, no. 6, pp.39-61.
https://search.emarefa.net/detail/BIM-956326

Modern Language Association (MLA)

al-Majali, Malik. Significant of viral marketing dimensions (Word of Toueh) on buying fast food restaurants produets: case of Jordan. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series Vol. 34, no. 6 (2019), pp.39-61.
https://search.emarefa.net/detail/BIM-956326

American Medical Association (AMA)

al-Majali, Malik. Significant of viral marketing dimensions (Word of Toueh) on buying fast food restaurants produets: case of Jordan. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series. 2019. Vol. 34, no. 6, pp.39-61.
https://search.emarefa.net/detail/BIM-956326

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references : p. 61-64

Record ID

BIM-956326