The Measurement of the Relationship between Viral Marketing across Social Network and Smartphones Customers Trends with Reference to the Brand Personality as a Mediating Variable

Abstract

This study aimed to find out how viral marketing through social networks and brand personality contribute in influencing on smartphones client’s trends. That means, to know the strength and direction of the relationship between each of the viral marketing and the brand personality on the one hand, and smartphones client’s trends on the other hand. The sample of the study consisted of 400 male and female students of Al-Majma’a University. For data collection, the survey (questionnaire) method was used. The results of statistical analysis showed the following: (1) the existence of crucial statistical significant relationship between viral marketing through social networks and the brand personality. (2) There is substantial statistical significant relationship between viral marketing through social networks and smartphones client’s trends. (3) The existence of crucial statistical significant relationship between the brand personality and smartphones clients’ trends.