Evaluation of the Effect of Using Viral Marketing Techniques on Cruise Shipping Companies from The Customers' Point of View

Viral marketing has become one of the most important modern types of marketing campaigns that are used by shipping companies to keep pace with modern generations in light of the technological development that is developing rapidly, while preserving traditional marketing methods to maintain the elderly customer segment. The study aimed to assess the impact of using Viral marketing techniques in shipping companies from the point of view of customers, so the study used the descriptive analytical approach, as well as the electronic questionnaire to achieve the objectives of the study. The link to the electronic questionnaire was distributed on social media platforms in three different languages to collect the study data. 600 questionnaires were collected from customers, while 540 valid forms were analyzed. The results of the study showed that viral marketing is one of the most widespread marketing methods in the modern methods that are used in marketing, which indicates that shipping companies use various techniques of viral marketing. The study concluded with a set of recommendations that would encourage shipping companies to adopt more viral marketing techniques, while taking into account ethical behaviors while applying these techniques.