The impact of viral marketing on the competitive advantage of the Palestinian Telecommunications Company

Abstract

The study aimed to identify the reality of using viral marketing in the Palestinian Telecommunications Company and to know the extent of achieving competitive advantage in the Palestinian Telecommunications Company and also to reveal statistically significant differences at the significance level (a>0.05) in the respondents' responses about the impact of viral marketing in achieving competitive advantage in the Palestinian Telecommunications Company according to the study variables. The study used the descriptive analytical approach and the original study sample consisted of (30) of those working in the Palestinian Telecommunications Company. The study concluded with a number of results, the most important of which were: The results showed that the arrangement of viral marketing dimensions came as follows: In first place came the axis of electronic publishing media, in second place came the axis of influential opinion leaders (spoken word), in third place came the axis of material incentives and free offers, and in last place came the axis of viral advertising campaigns. The results showed that there were no statistically significant differences at the significance level (a>0.05) in the respondents' responses about the impact of viral marketing in achieving competitive advantage in the Palestinian Telecommunications Company attributed to the study variables. In light of the study results, the study recommended a number of recommendations, the most important of which were: the need to increase interest in using social media, especially WhatsApp and e-mail, as an important area for viral marketing campaigns, and the need to increase interest in using the company’s website on the Internet to encourage beneficiaries to receive the company’s services through it.