Exploring and Prioritizing Factors Influencing Viral Marketing in the Context of Mobile Application

Document Type : Research Paper

Authors

1 Associate Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran

2 Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran

3 MSc. in MBA, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

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, 30 experts were selected. The results of meta-synthesis method showed 26 important factors. By using Fuzzy Delphi, 12 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 factors

Keywords

Main Subjects

References

جان‎نثار احمدی، ﻫ. و غفاری، م. (1386). بازاریابی ویروسی؛ حرکت سلول به سلول. مجلۀ تدبیر، 18 (183).
دیواندری، ع. و سعیدی، ص. (1390). استراتژی بازاریابی ویروسی الکترونیکی فرصت‎ها و چالش‎ها. کنفرانس فناوری اطلاعات و جهاد اقتصادی، کازرون، مجتمع آموزش عالی کازرون.
کاظمی بوکانی، ب. (1388). تکنیک‎های بازاریابی، بازاریابی دهان به دهان در مقابل بازاریابی ویروسی. مجلۀ توسعۀ مهندسی بازار، 3(9)، 50-39.
Bader, J. (2007). How To Create Profits Using Viral Marketing Techniques. Retrieved from: Http://Www.Articlesnatch.Com.
Bampo, M., Ewing, M.T., Mather, D. R., Stewart, D. & Wallace, M. (2008). The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. Information Systems Research, 19 (3), 273–90.
Bayus, B.L., (1985). Word-of-mouth: the indirect effects of marketing efforts. Journal of Advertising Research, 25(3), 31-39.
Berger, J. & Iyengar, R. (2012). How Interest Shapes Word-of- Mouth Over Different Channels. The Wharton School of the University of Pennsylvania.
Berger, J. & Milkman, K.L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205.
Beuningen, J. (2008). What drives people to forward viral message? Message aspects and motivations. Universite it Maastricht: Faculty of Economics and Bussiness Administration.
Bruyn, A. & Lilien, L.G. (2008). A multi-stage model of word-of-mouth inflyence through viral marketing. Journal of Research in Marketing, 25(3), 151-163.
Bryant, J. J. & Reingen, P. H. (2004). Social ties and word of mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Cohen, E.L. (2014). What makes good games go viral? The role of technology use, efficacy, emotion and enjoyment in players’ decision to share a prosocial digital game. Computers in Human Behavior, 33, 321–329.
Divandari, A., Saeedi, S. (2011). Electronic viral marketing strategy opportunities and challenges. Conference on Information Technology and Economic Jihad, 1-9. (in Persian)
Dobele, A., Lindgreen, A. & Vanhamme, J. (2013). Word-of-mouth and viral marketing referrals: what do we know? And what should we know?. European Journal of Marketing, 47(7), 1028-1033.
Ho, J. & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10),1000-1006.
Jan Nesari, H., Ghafari, H. (2007). Viral marketing, move cell to cell. Journal of Tadbir, 18(183). (in Persian)
Kazemi Boukani, B. (2010). Marketing techniques, word of mouth marketing vs. viral marketing. Journal of development of engineering market, (9), 39-50. (in Persian.
Leskovec, J., Adamic, L.A. & Huberman, B.A. (2007). The Dynamics of Viral Marketing. ACM Transactions on the Web, 1(1), 1-39.
Long, C., Wong, R. C-W. (2014). Viral marketing for dedicated customers. Information Systems, 46, 1-23.
McClellan, A.D. & Rossi, A. Y. (2009), Word-of-Mouth communications in marketing a metaanalytic review of the antecedents and moderators, Journal of the Academic Marketing, 13(1), 578-596.
Pescher, C., Reichhart, P., Spann, M. (2014). Consumer Decision-making Processes in Mobile Viral Marketing Campaigns. Journal of Interactive Marketing, 28(1), 43–54.
Stephen, A.T. & Berger, J. (2009). Creating Contagious: How Social Networks and Item Characteristics Combine to Spur Ongoing Consumption and Reinforce Social Epidemics. Columbia University of New York.
Wiedemann, D., Haunstetter, T. & Pousttchi, K. (2008). Understanding the determinants of mobile viral effects-towards a grounded theory of mobile viral marketing. mobile business, ICMB. 7th International Conference on mobile Bussiness, 10, 323-333.
Wiedemann, D.G. (2008). Exploring the Concept of Mobile Viral Marketing through Case Study Research. Mobile Commerce Working Group Chair of Business Informatics and Systems Engineering, University of Augsburg.
Wilklie, W.L. (1990). Consumer Behavior. Newbury Park. John and Sons Publications.
Wilson, R.F. (2000). The Six Simple Principles of Viral Marketing. Web Marketing Today, Issue 70, February 1.
Woerndl, M., Papagiannidis, S., Bourlakis, M. (2008). Internet-Induced marketing techniques: Critical factors in viral marketing campaigns, Journal of Business Science and Applied Management, 3(1), 33-45.
Journal of Information Technology Management
Volume 9, Issue 2
2017
Pages 237-252

Files

Share

How to cite

Statistics