TY  - BOOK
AU  - Radwa Ahmed Amr Mohamed Darrag
AU  - Osama Abdelkhalik Elansary , 
TI  - Examining consumers{u2019} motivations to forward online marketing content / 
PY  - 2014///
CY  - Cairo : 
PB  - Radwa Ahmed Amr Mohamed Darrag , 
KW  - Attitude towards viral messages.
KW  - Consumers' motivations
KW  - Personal characteristics
N1  - Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration; Issued also as CD
N2  - The objective of this research is to highlight and explore the factors affecting consumers' intention for forwarding and sharing online marketing content. The research approached Quota sample out of the internet consumers' population. Data collected through structured questionnaire, distributed to the respondents, online and offline, and the total sample size is 333. The researcher used Cross-tabulation & Chi-square and also multiple discriminant analysis techniques for analyzing results. The literature review demonstrated that the most important independent factors that affect Egyptian consumers' intention to forward/share online marketing content were; consumers' motivations, personal characteristics and attitude towards viral messages
UR  - http://172.23.153.220/th.pdf
ER  -