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Journal:   JOURNAL OF BUSINESS ADMINISTRATION RESEARCH   SPRING-SUMMER 2020 , Volume 12 , Number 23 ; Page(s) 255 To 276.
 
Paper: 

Recognizing Behavior Of Viral Marketing

 
 
Author(s):  Asgarnezhad Nouri Bagher*, Bashokouh Mohammad
 
* Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh Ardabili
 
Abstract: 
Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.
 
Keyword(s): Marketing Communications,Mobile Viral Marketing,Technology Acceptance Model,Theory of Planned Behavior
 
 
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APA: Copy

ASGARNEZHAD NOURI, B., & BASHOKOUH, M. (2020). Recognizing Behavior of Viral Marketing. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 12(23 ), 255-276. https://www.sid.ir/en/journal/ViewPaper.aspx?id=805753



Vancouver: Copy

ASGARNEZHAD NOURI BAGHER, BASHOKOUH MOHAMMAD. Recognizing Behavior of Viral Marketing. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH. 2020 [cited 2022August09];12(23 ):255-276. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=805753



IEEE: Copy

ASGARNEZHAD NOURI, B., BASHOKOUH, M., 2020. Recognizing Behavior of Viral Marketing. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, [online] 12(23 ), pp.255-276. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=805753.



 
 
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