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Tendency to Message Delivery in Internet Viral Marketing

New marketing research journal, 2011-12, Vol.1 (3), p.219-236

ISSN: 2228-7744

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  • Title:
    Tendency to Message Delivery in Internet Viral Marketing
  • Author: Mostafa Ghazizadeh ; Ahmad Sardari ; Seyyed Reza Shojaee ; Mehdi Samizadeh
  • Subjects: Attitude toward the message ; Attractiveness ; Commercial intention ; Intention to forward message ; Keywords: Viral marketing ; Media richness
  • Is Part Of: New marketing research journal, 2011-12, Vol.1 (3), p.219-236
  • 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.
  • Publisher: University of Isfahan
  • Language: Persian
  • Identifier: ISSN: 2228-7744
  • Source: DOAJ Directory of Open Access Journals
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