Print ISSN: 2204-1990

Online ISSN: 1323-6903

Keywords : message source credibility


Recognizing Factors Influencing Viral Marketing Success fromThe Standpoint of Iranian Clients

F. souri

Journal of Contemporary Issues in Business and Government, 2021, Volume 27, Issue 6, Pages 1200-1211
DOI: 10.47750/cibg.2021.27.06.099

Context and Purpose: Although viral marketing research is relatively considerable and also
qualitative, But most of them focus mainly on the different constituentof 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
1398(second half of 2019). Data were collected through field research using a simple randomized
questionnaire among 398 people during the period of July 2019 to the end of August 2019. 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.