Recognizing Behavior of Viral Marketing
Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the s...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
Yazd University
2020-08-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_1949_f259216d15f0e4bbea59acc4ea53a81d.pdf |
| _version_ | 1797814789022416896 |
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| author | Bagher Asgarnezhad Nouri Mohammad Bashokouh |
| author_facet | Bagher Asgarnezhad Nouri Mohammad Bashokouh |
| author_sort | Bagher Asgarnezhad Nouri |
| collection | DOAJ |
| description | Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them. |
| first_indexed | 2024-03-13T08:12:52Z |
| format | Article |
| id | doaj.art-d31bee978dde4f0988479a5b1a02bdaf |
| institution | Directory Open Access Journal |
| issn | 2645-386X 2645-3878 |
| language | fas |
| last_indexed | 2024-03-13T08:12:52Z |
| publishDate | 2020-08-01 |
| publisher | Yazd University |
| record_format | Article |
| series | کاوشهای مدیریت بازرگانی |
| spelling | doaj.art-d31bee978dde4f0988479a5b1a02bdaf2023-05-31T20:15:13ZfasYazd Universityکاوشهای مدیریت بازرگانی2645-386X2645-38782020-08-01122325527610.22034/bar.2020.8252.22541949Recognizing Behavior of Viral MarketingBagher Asgarnezhad Nouri0Mohammad Bashokouh1Associate Professor of Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh ArdabiliAssociate Professor of Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh ArdabiliAdopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.http://bar.yazd.ac.ir/article_1949_f259216d15f0e4bbea59acc4ea53a81d.pdfmarketing communicationsmobile viral marketingtechnology acceptance modeltheory of planned behavior |
| spellingShingle | Bagher Asgarnezhad Nouri Mohammad Bashokouh Recognizing Behavior of Viral Marketing کاوشهای مدیریت بازرگانی marketing communications mobile viral marketing technology acceptance model theory of planned behavior |
| title | Recognizing Behavior of Viral Marketing |
| title_full | Recognizing Behavior of Viral Marketing |
| title_fullStr | Recognizing Behavior of Viral Marketing |
| title_full_unstemmed | Recognizing Behavior of Viral Marketing |
| title_short | Recognizing Behavior of Viral Marketing |
| title_sort | recognizing behavior of viral marketing |
| topic | marketing communications mobile viral marketing technology acceptance model theory of planned behavior |
| url | http://bar.yazd.ac.ir/article_1949_f259216d15f0e4bbea59acc4ea53a81d.pdf |
| work_keys_str_mv | AT bagherasgarnezhadnouri recognizingbehaviorofviralmarketing AT mohammadbashokouh recognizingbehaviorofviralmarketing |