الفهرس 
الإطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The primary purpose of this research is to explore the effect of buzz marketing on voters’ choice of parliament candidates. According to the data collected from the research survey on representative sample consisted of (382 sampling unit) the results showed that, there is a significant positive impact of buzz marketing on the voters’ choice of parliament candidates. The significant positive impact of buzz marketing (by candidate’s role) on the voters’ choice of parliament candidates increases when mediating buzz marketing (by opinion leader’s role).
Results also showed that there is a significant medium positive and direct effect of buzz marketing variables (by candidate’s role) on buzz marketing (by opinion leader’s role) during the voters’ choice of parliament candidates, especially candidate’s communications variable and finding the right environment variable (by opinion leaders’ role). While the results indicated that there is a significant medium positive and direct effect of buzz marketing (by candidate’s role) on the voters’ choice of parliament candidates. Also the direct effect of (candidates’ communications, and targeting opinion leaders) on the voters’ choice of parliament candidates, is a significant weak positive effect. And there is a significant strong positive effect of buzz marketing (by opinion leaders’ role) on the voters’ choice of parliament candidates. The results show that there is a significant weak positive and direct effect of (designing effective message, candidate’s communications, and targeting opinion leaders) by opinion leaders’ role on the voters’ choice of parliament candidates.
Finally, the results showed that the effective opinion leaders on Mansourah University Students’ opinions about their choice of parliament candidates are religion men, then university professors, followed by known writers, then parents.