The Role of Viral Marketing on Behavioral Intentions in Durable and nondurable Goods: Is brand equity as a mediator?

Publish Year: 1400
نوع سند: مقاله ژورنالی
زبان: English
View: 53

This Paper With 14 Page And PDF Format Ready To Download

  • Certificate
  • من نویسنده این مقاله هستم

استخراج به نرم افزارهای پژوهشی:

لینک ثابت به این Paper:

شناسه ملی سند علمی:

JR_JIMM-2-1_005

تاریخ نمایه سازی: 6 شهریور 1402

Abstract:

As viral marketing as a factor influencing customer behavior is a new tool that encourages people to comment on companies' products or services online and brand promotion is also one of the most important strategic growth strategies for companies, always at the center of attention so The purpose of the study was to investigate the role of viral marketing on behavioral intentions considering brand equity as a mediating variable; this study was conducted in two parts durable and nondurable goods. Confirmatory factor analysis test (LISREL) and Cronbach alpha were used to assess the validity of the questionnaire. Results showed the validity and reliability of the questionnaires. The results of the LISREL structural equation show that brand equity is viewed as a mediator in the relationship between viral marketing and behavioral intentions. On the other hand, viral marketing has a positive influence on word of mouth marketing and intention to buy and a negative influence on brand change. It turns out that the most influential marketers in the lives of consumers are those who are known and trusted by their consumers. Nowadays consumers usually suffer from a massive influx of information and go through expensive advertising so people decide through word of mouth marketing for shopping. There should also be a major investment in brand building, investing in brand’s special value contributes to brand reputation among customers as well as non-customers.

Authors

Elham Fazeli Veisari

Instructor of Business Entrepreneurship, Department of Management, Tonekabon branch, Islamic Azad University, Tonekabon, Iran

Mohammad Javad Taghipourian

Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran

Reza Tavoli

Assistant Professor of Computer, Department of Basic Sciences,Chalous branch, Islamic Azad University, Chalous, Iran