Impact of Viral Marketing on Customer Purchasing Intention of Fashion Industry in Jordan
摘要
Viral marketing has emerged as a pivotal strategy in the contemporary business landscape, with a multitude of enterprises harnessing its power to maintain a competitive edge. This is particularly pertinent due to the growing trend of people, spanning various age groups, dedicating an increasing amount of time to the internet and social media platforms. In response to this dynamic, the research endeavors to scrutinize the intricate relationship between viral marketing and consumer purchase intention, specifically addressing the dearth of comprehensive studies within emerging economies. Drawing from a dataset obtained from 479 customers of online fashion retailers, the research robustly supports the envisaged research model. The application of structural equation modeling has facilitated the meticulous examination of measurements and the empirical testing of hypotheses. The findings of this research unequivocally establish statistically significant and positive linkages between viral marketing and purchase intention.