THE IMPACT OF VIRAL MARKETING STRATEGY VIA SOCIAL NETWORK SITES ON STUDENTS IMAGE: A CASE STUDY AT PALESTINE TECHNICAL UNIVERSITY-KADOORIE

摘要

The aim of this study was to investigate the relationship between viral marketing strategies via social network sites and student image at the Palestine Technical University - Kadoorie. This research adopted the perspective of students who had daily use of the university?s portal and official website as well as social network sites, and developed and examined a model that could contribute to scholarly research on information systems and viral marketing. The quantitative method of data collection using a questionnaire survey was used in the current study. Structural equation modelling (SEM) through a partial least square (PLS) software was used for the data analysis. The results revealed that perceived supporting elements, perceived added value, and perceived cost reduction had a significant and positive effect on the student?s image about universities. The most remarkable recommendation was to snowball the use of social network sites in viral marketing. The theoretical and practical implications of this were discussed.