The viral marketing (VM) role in directing customer purchasing decisions regarding fast food in Egypt
Other Title(s)
دور التسويق الفيروسي في توجيه قرارات شراء العملاء فيما يتعلق بمنتج الوجبات السريعة في مصر
Author
Source
Journal of Association of Arab Universities for Tourism and Hospitality
Issue
Vol. 16, Issue 1 (30 Jun. 2019), pp.80-89, 10 p.
Publisher
Suez Canal University Faculty of Tourism and Hotels
Publication Date
2019-06-30
Country of Publication
Egypt
No. of Pages
10
Main Subjects
Topics
Abstract EN
"VM" is defined as a "recent marketing phenomenon that motivates internet users to pass marketing messages voluntarily to their relatives, colleagues and friends".
The main objectives of the study can be summarized in identifying the effect of viral marketing messages' exposure, attractiveness, incentives, credibility and confidence on consumers' purchasing decisions of fast food products.
Another objective is to identify the contribution of demographic factors to the activation the messages' role in purchasing decisions.
Based on an analytical descriptive approach, the field research was applied to 391 participants of Internet users.
The collected data were analyzed by statistical techniques of descriptive statistics and Linear Simple Regression Analysis.
The results showed a statistically significant effect of exposure rate, attractiveness, incentives and degree of credibility as independent variables on purchasing decisions as a dependent variable.
Other 2 variables (level of confidence among parties of viral marketing messages and demographic differences among recipients) showed insignificant effect on the purchasing decisions.
American Psychological Association (APA)
Ghanim, Muhammad Salah. 2019. The viral marketing (VM) role in directing customer purchasing decisions regarding fast food in Egypt. Journal of Association of Arab Universities for Tourism and Hospitality،Vol. 16, no. 1, pp.80-89.
https://search.emarefa.net/detail/BIM-907904
Modern Language Association (MLA)
Ghanim, Muhammad Salah. The viral marketing (VM) role in directing customer purchasing decisions regarding fast food in Egypt. Journal of Association of Arab Universities for Tourism and Hospitality Vol. 16, no. 1 (Jun. 2019), pp.80-89.
https://search.emarefa.net/detail/BIM-907904
American Medical Association (AMA)
Ghanim, Muhammad Salah. The viral marketing (VM) role in directing customer purchasing decisions regarding fast food in Egypt. Journal of Association of Arab Universities for Tourism and Hospitality. 2019. Vol. 16, no. 1, pp.80-89.
https://search.emarefa.net/detail/BIM-907904
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 88-89
Record ID
BIM-907904