Abstract
This study investigates the impact of viral marketing strategy on competitive capability within the Iraqi cement industry. The descriptive analysis showed that respondents’ evaluations of both the independent and dependent variables were at a neutral level, indicating limited adoption or practical application. Despite this, the inferential analysis revealed a strong, statistically significant relationship between the variables, with a Pearson correlation coefficient of 0.782, a coefficient of determination of 0.609, and a regression coefficient (β) of 0.938. These findings suggest that while the actual implementation of viral marketing remains modest, the respondents demonstrate a consistent cognitive alignment between the strategy and the firm’s competitive outcomes. This reflects a latent awareness of the potential strategic value of viral marketing, which remains underutilized in practice. The study concludes that enhancing organizational focus and activation of this strategy could significantly improve competitive positioning in the industrial context.
)