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In: Business and Management

Submitted By osaif
Words 3765
Pages 16
Mutah University

-------------------------------------------------
“Effects of viral marketing on fast food restaurants customers’ satisfaction”

Done by:
- Ala Momani.
- Saif Obidat.
- Ala'a Al-qadi.

Supervisor:
Dr. Malek Al-Majali
Index

Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 |

Chapter 1

1.1 Introduction

Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the internet among all people now days, and the tendency of people from deferent ages to spend more time on the internet to use the social media, some times more than the time spent on watching TV ; viral marketing is getting this advantage as it can penetrate the social networks of any person as easy as a click of a mouse from one friend to defuse among all friends in the same social network, and...

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