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

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Main Subjects


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