The Impact of Viral Marketing on Purchase Decisions of Skincare Consumers: A Field Study of Arvea Product Consumers in Algeria
| المصدر: | مجلة جديد الاقتصاد |
|---|---|
| الناشر: | الجمعية الوطنية للاقتصاديين الجزائريين |
| المؤلف الرئيسي: | Boukhemla, Chaima (Author) |
| مؤلفين آخرين: | Bouakrif, Zahir (Co-Author) |
| المجلد/العدد: | مج19, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | ديسمبر |
| الصفحات: | 229 - 249 |
| ISSN: |
1112-7341 |
| رقم MD: | 1549507 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Viral Marketing | Consumer | Purchase Decision | Skin Care Products | Arvea Brand
|
| رابط المحتوى: |
عدد مرات التحميل
6
| المستخلص: |
This study aims to investigate the impact of viral marketing, encompassing its dimensions (the organizatio's message, trusted source, material incentives, and customer engagement), on the purchase decisions of skincare product consumers. To achichieve this, a structured questionnaire was adopted as the primary data collection tool, targeting a randomly selected sample of 205 consumers of Arvea product in Algeria. The collected Data analysis was conducted using SPSS statistical software to test the study's hypotheses. The findings revealed a statistically significant impact of viral marketing dimensions on the purchase decisions of Arvea consumers. Specifically, the dimentions of trusted source, material incentives, and customer engagement demonsrated a notable impact on purchasing decisions. Based on these results, The study recommends that companies engage creative marketers to strategically plan and design viral marketing, such campaigns should incorporate innovative ideas to ensure effective and rapid reach to the target market segment quickly and less- cost effectively. |
|---|---|
| ISSN: |
1112-7341 |
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