ملخص البحث :

The study seeks to determine how buzz marketing can be used as one of the promotional tools for dealing with dynamic purchasing behavior. Based on the previous claim, the current study aimed to measure the impact of buzz marketing as one of the promotion tools in the dynamic purchasing behavior of customers towards salespeople and invest it in a way that enhances the value of the thoughtful sample. In order to collect data, sales representatives were surveyed by a group of mobile phone companies, distributing (175) a survey form to salespeople. After retrieving the forms, it was found that the forms valid for analysis represented reality (157) and indicated a response ratio of 93.7%. In order to achieve the study's objective, a range of methods have been used to test the applied aspects of the study. Perhaps the most famous of these methods represents the average computational, standard deviation, and level of importance, Pearson's correlation coefficient (SPSS.V.27), and influence factors between internal variables according to the program (AMOS.V.26). The results showed a moral correlation between buzzing marketing as one of the promotion tools and dynamic purchasing behavior, as well as an impact relationship between buzzing marketing as one of the promotion tools and dynamic buying behavior, to show the interest of the specimen in dealing with its different capabilities

ملخص البحث :

ABSTRACTCompanies strive to make their brand saturated in the lives of customers, and perhaps the psychological ownership of the brand represents one of the best ways to make customers own the same brand to build positive behavior, and therefore it becomes necessary for companies to know the way in which the psychological ownership of the brand can be acquired, and to this end the current study aimed to examine the role of the aesthetic product represented by (customer acumen, customer value, customer response) andloyalty to the brand and represented by (behavioral loyalty, attitude loyalty) as driving factors for the psychological ownership of the brand, among a sample of customers of companies brands of smartphones, as distributed (359) questionnaire to a group of customers of companies brands of smartphones, and in order to achieve the goal of the study used a set of methods to ensure in the test of the applied side of the study, Perhaps the most famous of these methods are the arithmetic mean, standard deviation, level of importance, Pearson's correlation coefficient (SPSS.V.27), and the coefficients of influence between internal variables according to the program (AMOS. V.26), the results showed that product aesthetics and brand loyalty contribute to improving the results of psychological ownership of the brand.