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Factors affecting the electronic exchange of data through viral marketing (Case Study: E-Commerce Users in Rasht City-Northern of Iran)

Author

Listed:
  • Mohammad Taleghani

    (Department of Industrial Management, College of Management & Accounting, Rasht Branch, Islamic Azad University)

Abstract

The purpose of this study is the factors affecting the electronic exchange through viral marketing. Methods According to the research objectives is applied researches and the method of collecting data is field and according to the survey research is conducted. The sample comprised Rasht e-commerce users. The sample size of 384 was calculated by using simple random sampling. The instrument used to collect the required data, is questionnaire that its validity and reliability was calculated by validity method of content and determined reliability by Cronbach's alpha and were distributed after modifying questions and multiple regression analysis was used to test the hypotheses of this study, and collected data was analyzed by SPSS software. According to the research main question that factors such as capturing images, targeting resources, combining technology, ease of use of the product, needs to be part of a group, need to be different and altruism can be effective in use viral marketing, all hypotheses are confirmed.

Suggested Citation

  • Mohammad Taleghani, 2015. "Factors affecting the electronic exchange of data through viral marketing (Case Study: E-Commerce Users in Rasht City-Northern of Iran)," Proceedings of International Academic Conferences 2504126, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:2504126
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    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2011. "Two hearts in three-quarter time: How to waltz the social media/viral marketing dance," Business Horizons, Elsevier, vol. 54(3), pages 253-263, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Viral Marketing; Electronic exchange; E-Commerce; Users of e-commerce.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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