Influence of dimensions of viral marketing on customer’s satisfaction in fast food restaurants in Jordan

• Main Author: Akaileh Mustafa
• Format: Article
• Language: English
• Published: CSRC Publishing 2020-05-01
• Series: Journal of Business and Social Review in Emerging Economies
• Subjects: viral marketing; promotin; trust; brand Association; brand awareness
• Online Access: https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1091

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.