A study of the impact of viral marketing on the purchasing behavior of Algerian youth through the stages of the AIDAS model: A field study
Keywords:
viral marketing, purchasing behavior, AIDAS model, Algerian youthAbstract
This study aims to analyze the impact of viral marketing on the purchasing behavior of Algerian youth, relying on the AIDAS model, which includes five basic stages: Awareness, Interest, Desire, Action, and satisfaction. The study also seeks to explore the moderating effect of some demographic characteristics (gender, educational level) on the nature of the relationship between viral marketing and purchasing behavior. To achieve the objectives of the study, a descriptive analytical approach was adopted, and an electronic questionnaire was distributed to a sample of Algerian youth, with a size of 100 individuals. After processing the data using appropriate statistical methods, the study concluded that viral marketing has a positive impact on purchasing behavior through its influence on all stages of the AIDAS model. The study also showed that there are statistically significant differences in the impact of viral marketing on purchasing behavior attributed to demographic characteristics (gender, educational level), these difference favor individual with higher educational level.
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