THE IMPACT OF VIRAL MARKETING ON CUSTOMERS CONTINUANCE INTENTION

This study aimed to investigate the impact of viral marketing on the continuity of customer intent-ion to use electronic banking applications among the customers of Sudanese banks, based on the theory of planned behavior. A structured questionnaire was used to examine the impact of viral marketing on the attitude of customers toward using and reusing banking apps or the continuance intention of using the service. A random convenience sampling technique was employed for data collection, and 200 valid questionnaires were analyzed. Demographic characteristics were not considered, as all respondents resided in Khartoum State, their ages were all over 18 years, and gender had no determined influence, according to our hypothesis. Findings revealed that the surveyed responses were neutral in many cases, while a significant relationship between viral marketing and customer continuance intention was found. Regression analysis also confirmed that viral marketing impacts the continuance intention of customers.