تحقیقات بازار یابی نوین (Dec 2011)

Tendency to Message Delivery in Internet Viral Marketing

  • Mostafa Ghazizadeh,
  • Ahmad Sardari,
  • Seyyed Reza Shojaee,
  • Mehdi Samizadeh

Journal volume & issue
Vol. 1, no. 3
pp. 219 – 236

Abstract

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Abstract The main goal of this research is to review and determine the factors associated with tendency to forward the marketing messages in viral marketing plans of Fast-food industries. In other words, in this study, the effects of three critical determinants, i.e. commercial intention, attractiveness, and media richness have been examined on receivers' intention to forward marketing message in Tehran, Isfahan and Shiraz. Findings imply that receivers’ attitude toward the message has positive and significance relationships with attractiveness and media richness. Also, receivers’ attitude toward the message has positive and significance relationships with intention to forward marketing message, while commercial intention has negative and significance relationships with receivers’ attitude toward the message and intention to forward marketing message. Furthermore, severity of forwarding message has positive and significance relationships with media richness and intention to forward marketing message.

Keywords