Viral marketing and its role in changing consumer behavior A survey study of the opinions of a sample of employees of the men's clothing factory in Najaf Governorate

The research aims to measure the extent of the impact of viral marketing on consumer behavior. It includes two basic variables in its intellectual framework (viral marketing and consumer behavior). To understand these two variables, a number of essential dimensions of viral marketing were relied upon, namely (electronic publishing media, viral advertising campaigns, electronic word of mouth, and incentives for transmitters of the viral message). As for the dimensions of consumer behavior, they are (motives, perception, learning, attitudes, and personality). In addition to the above, the research reached several statistical results in its practical aspect, relying on the questionnaire, whose paragraphs were designed in a way that is compatible with the nature of the research community and sample (93 employees of the men's clothing factory). Several conclusions emerged from it, the most prominent of which is the existence of a correlation and moral influence between viral marketing and consumer behavior, in light of which several recommendations were presented, including proposed solutions