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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
Copyright: © 2018 |Volume: 9 |Issue: 3 |Pages: 21
ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781522544906|DOI: 10.4018/IJCRMM.2018070102
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MLA

Ahmed, Hussein Moselhy Sayed. "A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study." IJCRMM vol.9, no.3 2018: pp.13-33. http://doi.org/10.4018/IJCRMM.2018070102

APA

Ahmed, H. M. (2018). A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study. International Journal of Customer Relationship Marketing and Management (IJCRMM), 9(3), 13-33. http://doi.org/10.4018/IJCRMM.2018070102

Chicago

Ahmed, Hussein Moselhy Sayed. "A Proposal Model for Measuring the Impact of Viral Marketing Through Social Networks on Purchasing Decision: An Empirical Study," International Journal of Customer Relationship Marketing and Management (IJCRMM) 9, no.3: 13-33. http://doi.org/10.4018/IJCRMM.2018070102

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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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