اتجاهات الجمهور المصري نحو التسويق الخفي وعلاقته بالسلوك الشرائي: دراسة ميدانية

Abstract EN

The study aimed to identify the attitudes of the Egyptian public towards hidden marketing and its relationship to purchasing behavior.

Between (60: 18) the most vulnerable to hidden marketing, during a period of time that started from 1-12-2021 until 1-1-2022, The results of the study concluded that the public's attitudes towards traditional advertising were negative, which confirms that the contemporary consumer has become more sophisticated, which makes trying to persuade and lure the consumer very difficult using traditional marketing methods, which negatively affected the ability of companies to deliver their advertising messages efficiently.

The study also found that the public's attitudes towards viral marketing are positive trends, due to the many advantages that this type of marketing enjoys, which is that it is an unconventional strategy based on the Internet and takes advantage of the nature of the path of spreading information on the Internet such as a virus, and advertising messages are supported by images.

attractive videos and advertising messages with innovative ideas that spread quickly.