Exploring and Prioritizing Factors Influencing Viral Marketing in the Context of Mobile Application
Publish Year: 1396
نوع سند: مقاله ژورنالی
زبان: English
View: 165
This Paper With 17 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_JITM-9-2_004
تاریخ نمایه سازی: 26 بهمن 1400
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, ۳۰ experts were selected. The results of meta-synthesis method showed ۲۶ important factors. By using Fuzzy Delphi, ۱۲ 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:
Authors
نسترن حاجی حیدری
Associate Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
امیر خانلری
Assistant Prof. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
حمیدرضا ریحانی
MSc. in MBA, Faculty of Management, University of Tehran, Tehran, Iran
مراجع و منابع این Paper:
لیست زیر مراجع و منابع استفاده شده در این Paper را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود Paper لینک شده اند :