أثر توجهات التسويق الفيروسي على الاتجاهات الشرائية للمستهلكين : دراسة ميدانية

Abstract EN

This study aims to shed light on the importance of viral marketing by touching on how to use it through social media to promote goods, services and ideas via the Internet and know the impact of viral marketing as a modern tool for marketing communications on the purchasing attitudes of the Algerian consumer, and an electronic questionnaire was designed and distribute it to a sample of users interested in cars brands on Facebook.

The study concluded that there are strong trends among respondents towards the use of viral marketing tools with cars brands, and the study also found that there is a statistically significant effect at the level of significance (0.05≥α) of trends related to viral marketing at the level of cognitive component, component Emotional and behavioral component of consumers.