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.

Today, libraries stand in a difficult position that requires exerting efforts to prove their competitive abilities for attracting and satisfying their customers in a virtual environment that has various sources of information. This requires libraries to pay great attention to promoting customer relationship management with their customers for their knowledge development goal plans and strategies to achieve success amidst the current competitive circumstances. The current study aims at surveying the potential implementation of customer relationship management systems in university libraries. This happens through the introduction of the customer relationship management concept to university libraries, the implementation mechanisms of these systems, and the level of the libraries’ tendency to adopt them. In addition, the current study surveys the obstacles that confront customer relationship management systems usage in university libraries in Saudi Arabia and Egypt.