Open AccessFactors of Viral Marketing that Affecting Customer’s Satisfaction Case Study of Jordanian Restaurants
Author(s) -
Akaileh Mustafa
Publication year - 2020
Publication title -
journal of business and social review in emerging economies
Language(s) - English
Resource type - Journals
eISSN - 2519-089X
pISSN - 2519-0326
DOI - 10.26710/jbsee.v6i2.1091
Subject(s) - viral marketing , business , marketing , customer satisfaction , relationship marketing , advertising , the internet , promotion (chess) , social media , marketing management , political science , computer science , politics , world wide web , law
Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve these goals, due to the wide spread of the internet among all people now days, 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 a great attention in marketing research since a long time ago, whereas academic literature in the viral marketing is still sparse, particularly the dimention that influencing customer’s satisfaction in fast food restaurants in Jordan. 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.