The Effect of Viral Marketing Implementation on Sales Revenues of Home Electric Appliances Companies in Egypt | ||||
| المجلة العلمية للبحوث والدراسات التجارية | ||||
| Article 8, Volume 35, Issue 4, December 2021, Page 1-45 PDF (436.68 K) | ||||
| Document Type: المقالة الأصلية | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Shereen Aly Hussien Aly Abdou* | ||||
| Assistant Professor at Faculty of Commerce and Business Administration, Helwan University. | ||||
| Abstract | ||||
| This study investigates the effect of viral marketing implementation on sales revenues of home electric appliances companies operating in Egypt. For this purpose, data was collected from 76 Egyptian home electric appliances companies that had implemented the viral marketing technique. Data was collected about those companys’ sales revenues through a time period of six years, in which a comparison was conducted between companys’ sales revenues for a three – year period before the implementation of viral marketing and those companys’ sales revenues for a three – year period after the implementation of viral marketing. Hence, the effect of viral marketing implementation on those companys’ sales revenues can be observed. Statistical analysis was carried out using the regression approach and paired – samples approach. The results of the study show that the implementation of viral marketing technique had a significant effect on Egyptian home electric appliances companies. | ||||
| Keywords | ||||
| Viral marketing; electronic word – of – mouth (EWOM); online marketing; pull strategy marketing | ||||
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