Exploring and Prioritizing Factors Influencing Viral Marketing in the Context of Mobile Application
- سال انتشار: 1396
- محل انتشار: فصلنامه مدیریت فناوری اطلاعات، دوره: 9، شماره: 2
- کد COI اختصاصی: JR_JITM-9-2_004
- زبان مقاله: انگلیسی
- تعداد مشاهده: 301
نویسندگان
Associate Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
MSc. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
چکیده
Viral marketing, relying on word of mouth principle is an advertising or a way to publish it on the Internet or mobile networks. The main objective of this article is to explore and prioritize important factors affecting viral marketing in the context of mobile applications. Meta-synthesis technique was used to explore the important factors affecting viral marketing and then using Fuzzy Delphi to determine the significance of the factors. The population of this study in the quantitative section was experts working in the field of viral marketing in the mobile application industry who have been selected by snowball sampling method. In the meantime, ۳۰ experts were selected. The results of meta-synthesis method showed ۲۶ important factors. By using Fuzzy Delphi, ۱۲ factors including speed of message, attractiveness of message, ability to communicate with the product, morality, reliability of the source or validity, personality of the recipient, motivations of people, emotions of people, culture, brand reputation, brand strength as well as brand image were the most important factorsکلیدواژه ها
social networks, Viral advertising, Viral marketing, Word of mouth advertisingاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.