مجلة إقتصاد المال والأعمال
Volume 8, Numéro 1, Pages 1039-1056
2023-03-31
The Impact Of Viral Marketing On Brand Awareness (case Study: Huawei Smartphone Company In The Algeria)
Authors : Mecheri Imane . Mellah Wieme .
Abstract
This study aims to determine the factors influencing Huawei Smartphone brand awareness in the context of viral marketing, for a soft sample size of 158 informants. The descriptive analytical approach was followed by applying a linear regression analysis to determine the impact of each dimension on brand awareness, and the study found that there are statistically significant relationship between the dimensions of the independent variable and the dimension of the dependent variable for Huawei brand consumers, which positively enhances brand awareness in the context of viral marketing.
Keywords
Viral marketing ; Traditional word of Mouth ; Electronic Word f Mouth ; Buzz marketing ; Brand awareness.
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