Tendency to Message Delivery in Internet Viral Marketing

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

• Viral marketing
• Attitude toward the message
• Intention to forward message
• Commercial intention
• Attractiveness
• Media richness