Thesis in College of Media Discusses Viral Marketing of Brands via Social Media and Its Impact on Consumer Behavior

Baghdad/…
The College of Media at Baghdad University discussed the doctoral thesis of student Qaisar Jabbar Katae, entitled “Viral Marketing of Brands via Social Media and Its Impact on Consumer Behavior.”
The thesis defense committee was composed of Prof. Dr. Ali Jabbar Al-Shammari as the chairman, Prof. Dr. Mohammed Hassan Al-Aamiri as a member, Prof. Dr. Saad Kazim as a member, Assistant Prof. Dr. Jasim Tareq Al-Aqabi as a member, External Member Prof. Dr. Ahmed Khaled Habib, and Supervisor Prof. Dr. Bushra Jameel Al-Rawi.
The research aimed to explore the relationship between viral marketing of Apple and Samsung brands through social media and consumers’ purchasing behavior. Additionally, it sought to identify the motives behind users following marketing posts on social media platforms.
The results revealed that audience members find posts shared by friends more appealing. Moreover, the findings indicated that consumers’ trust increases when exposed to marketing messages from pages authenticated with the blue checkmark. End/64