THE IMPACT OF VIRAL MARKETING ON MICROFINANCE COMPANIES IN THE NORTHERN PROVINCE OF JORDAN

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文档信息

【作者】 Abdullah Ahmad Al-Nahar  Mohamad Shehada 

【关键词】Viral Marketing  Microfinance Companies  Commercial Advertisements  Trademark  Video Clips  Short Message Services 

【出版日期】2015-01-01

【摘要】The study aimed at figuring out the impact of viral marketing on microfinance companies through various dimensions – trademarks, video clips and Short message service (SMS). It also aimed to identify statistically significant differences in the impact of viral marketing on microfinance companies attributed to gender, age, education and experience variables. The population of this study consisted of three companies –Micro Fund for Woman (MFW) Company, Vitas Company and Finca Company all located in Jordan's north province. Questionnaires were distributed to a sample of (120) beneficiaries of these three companies. 108 questionnaires were returned, 8 of which were excluded as they were incomplete. Accordingly, response ratio was (83%). Statistical methods such as One Sample T-Test and ANOVA were used. Results of this study showed that the residents of Jordan's north province know very well the microfinance companies and know the vigorous competition among them. The results also revealed that viral marketing dimensions including trademark, video clips and SMS affect microfinance companies' success. In addition, results showed that there are statistical significance differences among the respondents' demographic factors. The study recommended that the microfinance companies must necessarily seek ways to satisfy the beneficiaries; therefore they must constantly develop new ways in order to achieve the highest level of success.

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