Recognizing Factors Influencing Viral Marketing Success from The Standpoint of Iranian Clients.

Context and Purpose: Although viral marketing research is relatively considerable and also qualitative, But most of them focus mainly on the different constituent of viral marketing And less research in Iran has identified the factors that influence the position of this type of marketing; Therefore, the purpose of the present study is to identify the factors that influence viral marketing success. Analysis method: The study population included all Tehran internet clients in the first half of ۱۳۹۸ (second half of ۲۰۱۹). Data were collected through field research using a simple randomized questionnaire among ۳۹۸ people during the period of July ۲۰۱۹ to the end of August ۲۰۱۹. Descriptive and inferential statistics were used to analyze the conceptual model of research using SPSS software. Results: The results of the analysis of the research hypotheses showed that the rational effect of the message can confirm the success of viral marketing.

کلیدواژه ها:

social networks ، word-of-mouth advertising ، e-commerce ، message appealing appeal ، message source credibility.