The factors affecting Viral Marketing at network sale of Adidas Company
محل انتشار: دومین کنفرانس بین المللی مدیریت و حسابداری
سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 450
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شناسه ملی سند علمی:
MANAGECONF02_1014
تاریخ نمایه سازی: 13 شهریور 1396
چکیده مقاله:
Network marketing is a way of marketing and sale that in recent years is licensed to have activity officially. This type of business has had its own advocates since it creates incremental income. The advertising and informing techniques of such companies is viral marketing through the activists ofsale network. By considering network marketing as a new business in Iran and viral marketing as a new way of marketing in the world, this paper tries to study the factors influencing the acceptance of viral marketing in network marketing system of Adidas Company in Iran. This study has been done on sale representatives of Adidas Co. in Iran as well as on the factors affecting their viral attitude, intention and behavior. The results showed that behavioral control, perceived cost, ease of use and perceived usefulness affected viral marketing. Also, according to technology acceptance model and planned behavior theory, peoples’ viral attitude affects their viral marketing intention and marketing intention affects their viral marketing behavior. In this study, subjective norm and trust were identified as ineffective on viral marketing compared to other variables
کلیدواژه ها:
نویسندگان
Niloofar Keshvari
M.A of Administrative management, Islamic Azad University, Central Tehran Branch
Bahram Kheyri
Assistant professor and Faculty member, Islamic Azad University, Central Tehran Branch