VIRAL MARKETING TECHNIQUES AND THEIR IMPACT ON PURCHASING DECISION MAKING, ''AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF STUDENTS IN THE COLLEGE OF ADMINISTRATION AND ECONOMICS, UNIVERSITY OF TIKRIT''

Abstract

This study aims to identify the extent of the impact of viral marketing techniques on making a purchase decision for students of the Faculty of Administration and Economics at the University of Tikrit, where viral marketing was considered an independent variable through its dimensions (social networking sites, e-mail service, viral advertising campaigns and free offers) and the extent of the impact of these dimensions on the dependent variable represented by the purchase decision. Information was collected by means of an electronic form that was distributed to a random sample consisting of (317) students of both sexes. The statistical program was used (Spss), For the purposes of analysis, the study reached a set of conclusions, including that the use of viral marketing techniques by business organizations will enable them to achieve differentiation and sustainable competitive advantage. In light of these results, the study recommended a set of recommendations, the most important of which are: Business organizations should pay increased attention to viral marketing techniques because of their effective role in enhancing the dimensions of a successful, purchase decision