The Influence of Viral Marketing on Customers Behavioral Intention In Restaurants | ||
| International Academic Journal Faculty of Tourism and Hotel Management | ||
| Article 4, Volume 9, Issue 1, 2023, Pages 97-123 PDF (361.45 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijaf.2024.263780.1068 | ||
| Authors | ||
| Hosni Moustafa Salam* ; Hany Essam Emam; Mohammed Nagi Elziny | ||
| Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University | ||
| Abstract | ||
| "VM" is referred to as a "recent marketing phenomenon that motivates internet users to pass marketing messages voluntarily to their relatives, colleagues, and friends.” The study's primary goals can be summed up as determining how viral marketing messages' visibility, appeal, incentives, trustworthiness, and confidence affect decisions made by customers when buying fast food items. Determining the extent to which demographic factors activate the function of messages in purchase decisions is another goal. 331 Internet users participated in the field research, which was conducted using an analytical descriptive methodology. Descriptive statistical approaches were used to analyze the given data. Indicated that the majority of survey participants have degrees and use the internet often. The research's conclusions also suggested that customer' opinions on viral marketing and perceived incentives have a positive correlation. The aim of this study is to determine whether consumers' attitudes regarding viral marketing in restaurants would be influenced by perceived incentives and the reliability of the source of the information. The results also show the influence of viral marketing on customers Behavioral Intentions in Restaurants. Key Words: Restaurant Industry, Viral Marketing, customer's Behavioral Intention | ||
| Keywords | ||
| Restaurant Industry; Viral Marketing; customer’s Behavioral Intention | ||
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