دور التسويق الفيروسي في نجاح خدمات التوصيل

Abstract

This study aimed to explore one of the modern marketing approaches—viral marketing—and highlight its role in the success of delivery services. It focused on key viral marketing tools such as social media platforms, free offers, influencer marketing, and event sponsorships.To achieve this objective, the study adopted a descriptive-analytical methodology. A structured questionnaire was developed as the primary tool for data collection. A total of 101 valid responses were obtained, with a response rate of 88%, forming the study sample, which consisted of delivery service customers in Mila. To test the study's hypotheses, the Statistical Package for the Social Sciences (SPSS) was used.The findings revealed that viral marketing plays an effective role in the success of delivery services—except for email marketing and influencer marketing, which were found to have no significant impact. The study also emphasized the importance of social media as a powerful tool for widely and rapidly spreading marketing messages.Based on these results, the study recommends that economic institutions place greater focus on viral marketing due to its ability to disseminate promotional messages quickly and at low cost.