Viral Marketing and its Contribution to Brand Promotion in the Telecom Sector an Analytical Study of the Opinions of A Sample of Customers in the Asia Cell Mobile Communications Company in Iraq/Mosul City

Ismail, Meryam

doi:10.33899/tanra.2022.176221

	Viral Marketing and its Contribution to Brand Promotion in the Telecom Sector an Analytical Study of the Opinions of A Sample of Customers in the Asia Cell Mobile Communications Company in Iraq/Mosul City
TANMIYAT AL-RAFIDAIN
Article 15, Volume 41, Issue 136, 2022, Pages 304-320 PDF (826.03 K)
Document Type: Research Paper
DOI: 10.33899/tanra.2022.176221
Author
meryam Ismail
College of Administration and Economics, University of Mosul
Abstract
The research aims to diagnose the role that viral marketing plays in the researched company and its contribution to brand promotion, The Asiacell Mobile Communications Company in Iraq/Mosul city was chosen as a field for research, and for the purpose of achieving the goal and answering the questions of the intellectual problem of the research, the most important of which was ( How effective is viral marketing in building a brand’s mental standing in the marketplace ?) The sample was chosen from the clients of Asia Cell in the city of Mosul, and it amounted to (168), and statistical methods were used, including the descriptive approach, in analyzing the data and extracting the results using statistical programs(AMOS24, SPSS V26) The research reached a set of conclusions, the most important of which is the company in question adopts viral marketing in its activities in a limited way, which is reflected in the process of attracting customers and attracting them to acquire its services compared to competitors The existence of a significant correlation relationship between viral marketing, as well as a significant impact relationship between viral marketing and the brand, and the most important proposals were stressing the need for the researched company in particular, and the corresponding companies in general to adopt viral marketing to enhance their brand and achieve profits and competitive advantage .
Keywords
Viral Marketing; Branding

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