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Abstract

This study focuses on the growing role of viral marketing in the dissemination and circulation of knowledge via WhatsApp. This application is a favorable viral marketing environment as it allows rapid dissemination of knowledge through the sharing of texts, images, audio, and video files. Many individuals spontaneously practice viral marketing by resending messages they have received to others, thereby delivering content to a large segment of society. This study aims to ascertain the degree of influence of viral marketing of knowledge on the cognitive awareness of WhatsApp users, the degree of influence of this application on knowledge sharing, and finally the knowledge areas that mostly affect awareness of Egyptian society via viral marketing.

Keywords

Egypt knowledge sharing social media programs viral marketing WhatsApp

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