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
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
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