A survey of the role of social media platforms in viral marketing: The influence of eWOM

Mahmoud Alghizzawi


The main objective of this paper is to highlight the importance of social networking platforms in viral marketing and the word spoken electronically. The revolution of modern technology with social media platforms offers new opportunities for communication between consumers and marketers. Organizations need to always have a way to stay in touch with customers and achieve this through the platforms of social communication, which is still the first in the world about disseminating information and communication. Therefore, the importance of social communication platforms increased with their impact on customers through the electronic word of mouth and viral marketing. The results of this study provide insights for decision-makers, marketers, and organizations to focus on the social communication platforms and the opinions shared between consumers to stay updated for any comment. It also emphasizes the effectiveness of marketing through social networking platforms, especially if it is a piece of information or advertising among consumers. This study will contribute to the development of broad lines for the future to help decision-makers in marketing plans and strengthening academic literature in this field.

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