چكيده به لاتين
Abstract:
The present study was conducted as "The Effect of Viral Marketing Methods on Intent to Purchase Green Products in Social Networks." This research is a descriptive study in terms of the purpose of an applied research. Collecting information through a questionnaire with 31 questions was used. Validity and reliability tests showed the relevance of the questions. 384 questionnaires cities (Tehran, Fars, Isfahan and Bandar Abbas) were completed and returned. Data analysis was done using SPSS, LISREL software, confirmatory factor analysis method and structural equations.
The results available show that, of the six methods of viral marketing methods of marketing based on surprise and joy on the social value of significant influence and direct, but methods of viral marketing is based on sorrow, hate, fear and anger over social value do not affect, also worth social mediator as a direct and positive impact on intention to purchase green products.
What distinguishes this research from previous studies is that this research, for the first time, was able to stimulate the social value of consuming green products by using viral marketing methods in social networks. However, in previous studies, it was only pointed out that social value led to the intention to buy, but there was no way of proving this value.
Keywords: Green products, purchase intent, Social value, Viral Marketing,
Social Networks
