Determinants Of Viral Marketing In Social Networking Sites An Applied Study On A Sample Of Yemeni Users Of Facebook

Abstract

The study aimed to reveal the determinants of viral marketing on social networking sites, by studying the motives for the participation of Yemeni users in viral marketing on Facebook, and identifying the factors influencing it, the study  relied on the survey method and was conducted on a sample of (202) individuals using the survey, and concluded with a number of results, the most important of which is that the majority of the sample participate in viral marketing on Facebook, and that their level of participation in viral marketing came to a medium degree.

The study also showed that there was a positive correlation between level of Facebook use and respondents viral marketing participation and it found  the motive of emotion is the most powerful motive of interpersonal communication affecting viral marketing, followed by the motive of escape, then the motive of integration (self-presentation-affiliation), while the motive of Control comes last, followed by relaxation and then entertainment.

The study also revealed that the demographic characteristics of gender, age, and income are among the important factors influencing viral marketing, while the level of education had no effect on the participation of respondents in viral marketing on Facebook.