Factors of Viral Marketing that Affecting Customer’s Satisfaction Case Study of Jordanian Restaurants

Viral marketing is becoming a key instrument in marketing strategies nowadays, used by a lot of firms to achieve these goals, due to the widespread of the internet among all people nowadays, and the tendency of people from deferent ages to spend more time on the internet to use the social media, customer’s satisfaction have received great attention in marketing research since a long time ago, whereas academic literature in the viral marketing is still sparse, particularly the factors that affecting customer’s satisfaction in jordanain restaurants. Therefore, this paper attempts to fill this gap by examining the relationship between promotion, Brand Awareness, Trust, and Brand association on customer’s satisfaction to address the inconsistent findings in the previous studies

Virtual Geodemographics: Repositioning Area Classification for Online and Offline Spaces

Computer mediated communication and the Internet has fundamentally changed how consumers and producers connect and interact across both real space, and has also opened up new opportunities in virtual spaces. This paper describes how technologies capable of locating and sorting networked communities of geographically disparate individuals within virtual communities present a sea change in the conception, representation and analysis of socioeconomic distributions through geodemographic analysis. We argue that through virtual communities, social networks between individuals may subsume the role of neighbourhood areas as the most appropriate units of analysis, and as such, geodemographics needs to be repositioned in order to accommodate social similarities in virtual, as well as geographical, space. We end the paper by proposing a new model for geodemographics which spans both real and virtual geographies

The Bechdel Test and the Social Form of Character Networks

This essay describes the popular Bechdel Test—a measure of women’s dialogue in films—in terms of social network analysis within fictional narrative. It argues that this form of vernacular criticism arrives at a productive convergence with contemporary academic critical methodologies in surface and postcritical reading practices, on the one hand, and digital humanities, on the other. The data-oriented character of the Bechdel Test, which a text rigidly passes or fails, stands in sharp contrast to identification- or recognition-based evaluations of a text’s feminist orientation, particularly because the former does not prescribe the content, but merely the social form, of women’s agency. This essay connects the Bechdel Test and a lineage of feminist and early queer theory to current work on social network analysis within literary texts, and it argues that the Bechdel Test offers the beginnings of a measured approach to understanding agency within actor networks

Pioneering Preventive Strategies: Achieving Effective Social Distancing amidst the Corona Pandemic

The Corona pandemic has necessitated the implementation of preventive measures, with social distancing emerging as a crucial strategy to curb the spread of the virus. However, ensuring compliance with social distancing guidelines remains a challenge. This study aimed to explore innovative preventive methods that effectively facilitate and enforce social distancing measures during the Corona pandemic. A comprehensive literature review was conducted to identify existing preventive methods and innovative approaches employed worldwide. Various sources were systematically searched and screened. The identified methods were categorized and analysed based on their implementation, effectiveness, and feasibility in promoting social distancing. The review revealed a range of preventive methods, including technological solutions, environmental modifications, communication strategies, public awareness campaigns, and incentivization programs. Technological advancements such as contact tracing apps and wearable devices have shown promise in reducing viral transmission. Environmental modifications such as crowd management systems and physical barriers have effectively promoted social distancing. Communication strategies, public awareness campaigns, and incentivization programs have played a critical role in encouraging compliance with social distancing guidelines. In conclusions, implementing innovative preventive methods can significantly contribute to achieving and sustaining social distancing during the Corona pandemic. Technological advancements, coupled with effective communication strategies and incentivization programs, can foster behavioural changes and enhance compliance. Policymakers, public health officials, and community leaders should consider the feasibility and adaptability of these methods to ensure successful implementation. Embracing these preventive approaches can help mitigate the impact of the Corona pandemic and safeguard public health

The antecedents of post-initial adoption behavior in a S-D logic context: leveraging the power of the viral metaphor to advance service innovation adoption

Repercussions of innovation adoption and diffusion studies have long been imperative to the success of novel introductions. However, perceptions and deductions of current innovation understandings have been changing over time. The paradigm shift from the goods-dominant (G-D) logic to the service-dominant (S-D) logic potentially makes the distinction between product (goods) innovation and service innovation redundant as the S-D logic lens views all innovations as service innovations (Vargo and Lusch, 2004; 2008; Lusch and Nambisan, 2015). From this perspective, product innovations are in essence service innovations, as goods serve as mere distribution mechanisms to deliver service. Nonetheless, the transition to such a broadened and transcending view of service innovation necessitates concurrently a change in the underlying models used to investigate innovation and its subsequent adoption. The present research addresses this gap by engendering a novel model for the most crucial period of service diffusion within the S-D logic context – the post-initial adoption phase, which demarcates an individual’s behavior after the initial adoption decision of a service. As a wellfounded understanding of service diffusion and the complementary innovation adoption still lingers in its infancy, the current study develops a model based on interdisciplinary domains mapping. Here fore, knowledge of the relatively established viral source domain is mapped to the comparatively undetermined target domain of service innovation adoption. To assess the model and test the importance of the explanatory variables, survey data from 750 respondents of a bank in Northern Germany is scrutinized by means of Structural Equation Modeling (SEM). The findings reveal that the continuance intention of a customer, actual usage of the service and the customer influencer value all constitute important postinitial adoption behavior that have meaningful implications for a successful service adoption. Second, the four constructs customer influencer value, organizational commitment, perceived usefulness and service customization are evidenced to have a differential impact on a iv customer’s post-initial adoption behavior. Third, this study indicates that post-initial adoption behavior further underlies the influence of a user’s age and besides that is also provoked by the internal and external environments of service adoption. Finally, this research amalgamates the broad view of service innovation by Nambisan and Lusch (2015) with the findings ensuing this enquiry’s model to arrive at a framework that it both, generalizable and practically applicable. Implications for academia and practitioners are captured along with avenues for future research