The Mediating Role of Customers’ Positive Emotions in the Relationship Between Viral Marketing and Impulsive Buying Behavior | ||
| Horus International Journal for Commercial Research | ||
| Volume 1, Issue 4, November 2025, Pages 151-208 PDF (1001.08 K) | ||
| Document Type: Scientific journal | ||
| DOI: 10.21608/hjcr.2025.463639 | ||
| Authors | ||
| Osama Elnokrashy1; Ahmed Kabeel2; Talaat Asaad2 | ||
| 1Management Department Faculty of Commerce Mansoura University Al Sharq Elaraby Colleges | ||
| 2Management Department Faculty of Commerce Mansoura University | ||
| Abstract | ||
| This study aimed to analyze the mediating role of positive customer feelings in the relationship between viral marketing and impulse buying behavior. It also aimed to study the reality of viral marketing and impulse buying behavior of customers of e-commerce sites. The researcher relied on a combination of the inductive and deductive approaches through theoretical study and field study methods. He used a questionnaire prepared for the purpose of collecting data according to the study variables. Descriptive statistics, structural equation modeling (SEM) method, and nonparametric difference tests were used, using SmartPLS4 and SPSS V29 programs to analyze the field study data using a study sample consisting of 407 items (which is the number of correct questionnaires that were retrieved). The study results showed that there is a significant effect of viral marketing on the two dimensions of impulse buying behavior, represented by pure buying behavior and planned buying behavior, while there is no significant effect of viral marketing on the other two dimensions of impulse buying behavior, represented by buying behavior. Reminder and suggestive buying behavior, and that there is a significant effect of viral marketing on positive customer feelings, and that there is a significant effect of positive customer feelings on all dimensions of impulsive buying behavior represented by (pure buying behavior, reminder buying behavior, and suggestive buying behavior), except for the last dimension of impulsive buying behavior, which is planned buying behavior, as positive customer feelings do not affect it, and that positive customer feelings mediate the relationship between viral marketing and all dimensions of impulsive buying behavior represented by (pure buying behavior, reminder buying behavior, suggestive buying behavior) except for planned buying behavior, the study has proven that positive customer feelings do not mediate the relationship between viral marketing and this dimension of impulsive buying behavior. | ||
| Keywords | ||
| Viral Marketing; positive Customers Emotions; Impulsive Buying behaviour; Customers of Electronic Shopping websites | ||
|
Statistics Article View: 3 |
||
