دور التسويق الفــيروسي في بناء الشُهرة غير المُشتراه للمُشروعات الناشئة في ليبيا دراســــة ميدانية على عينة من المشروعات الناشئة التجارية بمدينة طبرق نموذجاً

Abstract

    First, the research aims to highlight the two concepts of viral marketing, and the concept of non-purchased Goodwill, The next goal of the research was to define the role viral marketing can play in building the non-purchased Goodwill for Startups in Libya.  The first goal was achieved by presenting a conceptual presentation of viral marketing, the concept of non-purchased Goodwill and the nature of the possible relationship between them; The research ended with a field study that served as the second goal, and was based on taking opinions in this regard, and the researcher relied on a sample of (25) individuals who answered the questionnaire as a main tool for data collection, which was analyzed by descriptive and inferential statistics (correlation coefficient), and accordingly it was reached For the following main result:

         Viral marketing plays an important role in building non-purchased Goodwill for Libyan start-ups;, and contributes to this with an expected percentage of (R Square=77.6%), with an importance level of (0.004); Compared to a significant level (α =0.050).

          The study recommends the following: The need for Libyan start-ups to adopt the concept of viral marketing and include it among the most important variables that control the building of non-purchased Goodwill .

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