The Effect of Viral Marketing on the E-Customer Engagement ,by Applying to the Tourism Companies-Category "A" in Cairo Governorate | ||||
| The Scientific Journal of the Faculty of Tourism and Hotels, Alexandria University | ||||
| Article 8, Volume 21, Issue 1, June 2024, Page 144-160 PDF (1.49 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/thalexu.2024.363761 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Walaa Elbetar 
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| Higher Institute for Hotel and Tourism Studies in New Damietta | ||||
| Abstract | ||||
| This research aimed to study the effect of viral marketing on the e-customer engagement ,by applying to the tourism companies- category "A" in Cairo Governorate. The researcher uses the descriptive analytic method to collect the data and interpret them. The data obtained through the electronic survey list that was conducted on sample random sample of customers that visit the social networking sites (Facebook) of the tourism companies pages. The sample size was 384 items due to the size of the research community and the lack of a framework for the Category “A” tourism companies in Cairo Governorate from Facebook users. The researcher used the statistical program (SPSS, V.24) to analyze data and draw results. The result of study conducted that there is appositive moral effect of viral marketing on the e-customer engagement in tourism company category "A".ِAlso, there are statistically significant differences in the perception of clients of tourism companies, Category A, of the impact of viral marketing on the client’s electronic engagement due to personal variables (gender, nationality, age, level of education | ||||
| Keywords | ||||
| viral marketing; E-customer engagemen | ||||
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