Abstract
This study mainly aims to investigate the impact of viral marketing dimensions, namely, promotion, brand awareness, trust and brand association on customer satisfaction in fast food restaurants in Jordan. The researcher used a questionnaire survey to elicit data from the participants. A total of 159 questionnaires were distributed over several fast food restaurants in Jordan, particularly in Zarqa city. Analyses were carried out in Statistical Package for Social Sciences, where reliability analysis, descriptive statistics and regression analyses were performed. The results illustrated that brand awareness, trust and brand association have direct positive impact on customer satisfaction in fast food restaurants in Jordan, whereas, promotion has no direct positive impact.
Highlights
In a developing e-commerce economy such as Malaysia, word-of-mouth (WOM) is considered more influential on consumer behaviour than other forms of marketing communications such as advertising and publicity
This study examines the impact of promotion, brand awareness, trust and brand association on customer satisfaction
The results show that brand awareness has a positive impact on customer satisfaction, which confirms the importance of brand awareness
Summary
In a developing e-commerce economy such as Malaysia, word-of-mouth (WOM) is considered more influential on consumer behaviour than other forms of marketing communications such as advertising and publicity. Viral marketing is becoming a key marketing strategy employed by many firms to achieve their goals. Viral marketing uses human instincts to communicate, share knowledge and socialise. The use of Internet presently is wide spread, and people of various ages tend to spend increased time online using friends-based social media, sometimes even more than watching TV, became advantageous to viral marketing; this marketing strategy can penetrate any individual’s social network as as one mouse click that diffuses information to friends in the same social network. If the ad is sufficiently attractive, well designed and noticeable, friends will distribute it in other social networks, thereby spreading it online like a viral contagion converting WOM to word of mouse
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