The role of opinion leaders and viral marketing in enhancing market share An analytical exploratory study of a sample of private stocks in the city of Mosul

Abstract

This research aims to identify the role that the leaders of opinion and viral marketing play in enhancing the market share of the assets in order to achieve communication and success, and this requires them to have individuals who have the ability to influence customers as they are a source of information for their followers, and customers are motivated to share information through the use of viral marketing. Which leads them to increase their market share and achieve distinction in the markets in which they compete.The research problem was identified based on an extrapolation of the reality of the researched assets and through the field study carried out by the researcher, where the researcher found a marked weakness in the practices of using opinion leaders and viral marketing, which was reflected in enhancing the market share.(The private stores in the city of Mosul) were selected as a research community, and a group of workers was randomly selected as a sample for the research.The researcher approved the questionnaire form after ensuring its validity and stability as a main tool for collecting field side data, and the five-point Likert scale was used to measure the research variables, and the primary data were analyzed using the Statistical Package for Social Sciences Applications (SPSS) and the following statistical methods were used (arithmetic mean, standard deviation, and weighted mean And multiple simple correlation coefficient and simple and multiple regression).The study was reinforced by a set of hypotheses that were tested through a set of statistical analyzes that reflected the reality of those hypotheses, in the affirmative or negative, to arrive at a conclusion that supports the main hypotheses of the research.The researcher reached a set of conclusions, the most important of which is that the researcher reached a set of conclusions, the most important of which was the weakness of the relative direction of communication between the administrative leadership in the stores with the opinion leaders.Consistent with the content of the conclusions, the researcher came up with a set of recommendations, the most important of which is, the store must strengthen the process of communication with opinion leaders in order to increase its market share and maintain it in the markets in which it competes.