Factors of Viral Marketing that Affecting Customer’s Satisfaction Case Study of Jordanian Restaurants

Akaileh Mustafa

Journal of Business and Social Review in Emerging Economies, 2020, vol. 6, issue 2, 473-481

Abstract: Viral marketing is becoming a key instrument in marketing strategies nowadays, used by a lot of firms to achieve these goals, due to the widespread of the internet among all people nowadays, and the tendency of people from deferent ages to spend more time on the internet to use the social media, customer’s satisfaction have received great attention in marketing research since a long time ago, whereas academic literature in the viral marketing is still sparse, particularly the factors that affecting customer’s satisfaction in jordanain restaurants. Therefore, this paper attempts to fill this gap by examining the relationship between promotion, Brand Awareness, Trust, and Brand association on customer’s satisfaction to address the inconsistent findings in the previous studies.

Keywords: brand Association; brand awareness; trust; promotin; viral marketing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:src:jbsree:v:6:y:2020:i:2:p:473-481

DOI: 10.26710/jbsee.v6i2.1091

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