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, attractive...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2011-12-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-249-1&slc_lang=en&sid=1 |
| _version_ | 1827846120488828928 |
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| author | Mostafa Ghazizadeh Ahmad Sardari Seyyed Reza Shojaee Mehdi Samizadeh |
| author_facet | Mostafa Ghazizadeh Ahmad Sardari Seyyed Reza Shojaee Mehdi Samizadeh |
| author_sort | Mostafa Ghazizadeh |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T09:09:01Z |
| format | Article |
| id | doaj.art-7995915e939b45e99cf3e226d0fd6c47 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T09:09:01Z |
| publishDate | 2011-12-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-7995915e939b45e99cf3e226d0fd6c472023-09-02T15:06:25ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442011-12-0113219236Tendency to Message Delivery in Internet Viral MarketingMostafa Ghazizadeh0Ahmad Sardari1Seyyed Reza Shojaee2Mehdi Samizadeh3 Shahed University Shahed University Shahed University Tehran University 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.http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-249-1&slc_lang=en&sid=1Keywords: Viral marketing Attitude toward the message Intention to forward message Commercial intention Attractiveness Media richness |
| spellingShingle | Mostafa Ghazizadeh Ahmad Sardari Seyyed Reza Shojaee Mehdi Samizadeh Tendency to Message Delivery in Internet Viral Marketing تحقیقات بازار یابی نوین Keywords: Viral marketing Attitude toward the message Intention to forward message Commercial intention Attractiveness Media richness |
| title | Tendency to Message Delivery in Internet Viral Marketing |
| title_full | Tendency to Message Delivery in Internet Viral Marketing |
| title_fullStr | Tendency to Message Delivery in Internet Viral Marketing |
| title_full_unstemmed | Tendency to Message Delivery in Internet Viral Marketing |
| title_short | Tendency to Message Delivery in Internet Viral Marketing |
| title_sort | tendency to message delivery in internet viral marketing |
| topic | Keywords: Viral marketing Attitude toward the message Intention to forward message Commercial intention Attractiveness Media richness |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-249-1&slc_lang=en&sid=1 |
| work_keys_str_mv | AT mostafaghazizadeh tendencytomessagedeliveryininternetviralmarketing AT ahmadsardari tendencytomessagedeliveryininternetviralmarketing AT seyyedrezashojaee tendencytomessagedeliveryininternetviralmarketing AT mehdisamizadeh tendencytomessagedeliveryininternetviralmarketing |