A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study

A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study

Hussein Moselhy Sayed Ahmed (Faculty of Commerce, Kafrelsheikh University, Kafrelsheikh City, Egypt)
DOI: 10.4018/IJCRMM.2018070102

Abstract

Viral marketing has become a conduit for today's organizations and an important pillar for managing the organization and a source that enhances its competitiveness and creates new opportunities for organizations through which they are trying to achieve competitive advantages to obtain new market shares. So, this study provides insight into how social network influence on purchasing decision through viral marketing and knowledge sharing on social networking sites (SNSs). By using the sample from 650 Egyptian college students - who spend more time on SNSs, this study investigates the relationship among the use of SNSs, users' social relationships, online word-of-mouth, and knowledge sharing. Therefore, this paper is working on the study of the impact of viral marketing through social networks on consumer buying decisions, and working on the development of a proposed model to measure this effect.
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1. Introduction

The emergence of the internet is one of the most important technological revolutions in modern times. It is inherently inexpensive and offers its users from all over the world access to it easily, making it a good platform for companies to communicate effectively with their customers (Abdelkader, 2001, p. 50) With the internet spreading, and social networks emerging, organizations of different types started using a new concept of marketing, which is viral marketing used by those organizations in the promotion of their products through both internet and social networking sites, viral marketing depends on each ad message that is sent to each user on social networks that travels to hundreds of users or more than ordinary individuals, family members, and friends. It involves the transition process from one user to another handling the word of mouth in order to create awareness among the users of the brand and to establish a good mental image (positioning) of the products of the organization and then loyalty to them.

Based on the above, viral marketing has become a conduit for today's organizations and an important pillar for managing the organization and a source that enhances its competitiveness and creates new opportunities for organizations through which they are trying to achieve competitive advantages to obtain new market shares. Therefore, this paper is working on the study of the impact of viral marketing through social networks on consumer buying decisions, and working on the development of a proposed model to measure this effect.

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