The role of viral marketing in improving the mental image of the Palestinian cellular communications company Jawwal - Southern Governorates

The aim of the research is to test and analyze the correlation and impact relationships between the dimensions of viral marketing (electronic publishing methods, viral advertising campaigns, the electronic spoken word, motivations of viral message conveyers) and to improve the mental image (perception, influence, motivation, and desire) from the viewpoint of the customers of the Palestinian Cellular Communications Company (Jawwal), and revealing the differences in the responses of the sample members according to the following personal variables: (gender, use of mobile services, duration of use, degree of interest in mobile services). To achieve the research objectives, the descriptive analytical approach was used for its suitability to the nature of this study, and the questionnaire was used as a main tool. For the purpose of completing this research, (440) questionnaires were distributed, and (380) were recovered, representing (86.%) as a recovery rate. The distributed questionnaires targeted (Jawwal) customers. The researcher used the Statistical Package for Social Sciences (SPSS) to analyze the primary data collected from the research. The researcher has reached a set of results related to the field of application, the most important of which are: the existence of a positive relationship between the dimensions of viral marketing and improving the mental image, as well as the existence of a statistically significant effect between the dimensions of viral marketing and enhancing the mental image in the company under study. Finally, there are statistically significant differences between the average of the respondents’ answers due to personal variables (gender, use of mobile services, duration of use, degree of interest in mobile services).The researcher recommends that the researched company take advantage of the viral ads to reach the largest segment of the target customers and motivate the e-messengers to re-send these ads to relatives and friends so that it may become a basic means of promoting its services and improving its mental image