Viral Marketing and Online Reputation: A Strategy That Encourages People to Pass on a Marketing Message to Others


Authors : Dr. Fathallah Ghanem.

Volume/Issue : Volume 4 - 2019, Issue 4 - April

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2EvGC99

The aim of this paper is to provide a conceptual framework on traditional communication method known as word-of-mouth communication, which is one of the most widely used tools compared to the contacts initiated by marketers since the age of time because of their impact on consumer behavior towards products and services, brand, Including the promotion that business organizations promote to their products and services. The paper also provides an explanation of the main communication tools used in social media. Through presenting the main literature and conclusions about each of the traditional communication tools and modern communication tools and their role in transmitting and passing the message to others, especially in view of the rapid change in the development of the telecommunications sector.

Keywords : Viral Marketing, Traditional Word-of-Mouth, Electronic Word of Mouth, Online Reputation, Destination Image.

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