توسعه مدل بازاريابي دهان به دهان با تمركز بر شبكه‌هاي اجتماعي در شركت الجود عراق براي تكنولوژي روز كشاورزي و توليد تميز كننده‌ها،ضذعفوني كننده‌هاو پاك كننده ها

Development of the word-of-mouth marketing model with a focus on social networks in Al-Jood Company in Iraq for modern agricultural technology an‎d the production of cleaners, disinfectants an‎d cleaners

مديريت

Abstract The use of the Internet, social media, mobile applications an‎d other digital communication technologies have become a part of the daily life of billions of people. People are constantly online an‎d using the internet an‎d are exposed to more an‎d more digital an‎d social media. Using it more than before has made people use these media to buy an‎d sell an‎d act as customers. The purpose of this research is to develop a word-of-mouth marketing model with a focus on social networks in Al-Jood Company in Iraq for modern agricultural technology an‎d the production of cleaners, disinfectants an‎d cleaners. This research is developmental in terms of its purpose an‎d descriptive survey based on its nature an‎d method an‎d is conducted in a mixed manner. Its statistical population was formed by the managers of Al-Jood Company in Iraq, whose number was 10. the statistical population in were the customers of Al-Jood company. Data collection was done in the qualitative part with semi-structured interviews an‎d questionnaires were distributed in the quantitative part. Qualitative data analysis was done by thematic analysis. Quantitative data analysis was done through SPSS24 software an‎d Smart PLS3.0 software. The findings from the qualitative part showed that the causal factors of online word-of-mouth promotion include message factors, message sender factors, an‎d company factors, an‎d the consequences include customer attitude, customer involvement, quality of customer communication, an‎d customer behavioral tendencies. The results of the quantitative part showed that the measurement models have a good fit an‎d all the hypotheses of the relationship between the variables were confirmed. The results of the hypotheses test showed that message factors, message sender factors an‎d company factors have a positive an‎d significant effect on customer engagement, customer relationship quality an‎d customer attitude. The relationship between customer engagement, customer relationship quality an‎d customer attitude has positive an‎d meaningful behavioral intentions. Also, customer involvement, customer relationship quality, an‎d customer attitude were mediators of the relationship between online word-of-mouth advertising an‎d customersʹ behavioral intentions. These results help the companies to plan an‎d act to implement these advertisements as best as possible by knowing the causal factors of online word-of-mouth advertising. Keywords: Word of mouth, Viral marketing, Electronic word of mouth, Customet engagement, Customer attitude, Behavioral intention.

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