چكيده به لاتين
This paper provides a method to use active viral marketing to promote green products. The research method is used to answer the research questions of the descriptive-survey method used. The statistical population includes potential and actual customers of green products and the size of the statistical population is unlimited. Active viral marketing offers an algorithm for testing and selecting people on the social network, which maximizes the rate of message dissemination and product acceptance. In consecutive simulations, the active viral marketing algorithm has been able to increase the product acceptance rate by 30 to 75 percent compared to other benchmarking algorithms. Due to the superiority of active viral marketing over other algorithms, the use of this method in marketing different products is considered an attractive field. One of the disadvantages of active viral marketing is the high computing volume, which is very costly and time consuming. This study uses the customer classification approach using demographic data to lead this method to greater efficiency. The active viral marketing algorithm consists of two parts: factors influencing people's desire and people's desire to buy products. For this reason, the factors affecting people's desire to buy green products and the impact of those around them on buying green products have been studied. The next step is a questionnaire that includes demographic questions and questions designed to measure people's willingness to buy green products and the impact of those around them on buying green products. The sample size was calculated using the Cochran's formula with an error level of 0.1 due to the unlimited statistical population. The sample size of this formula was calculated to be at least 99 people, and the number of people who filled out the questionnaire was 104. Sampling of individuals is also done randomly according to the members of the statistical population who are potential customers of green products. Another disadvantage of active viral marketing is the lack of consideration for people's willingness to interact and communicate with others in order to spread the advertising message. Therefore, Liebmann's test was used to measure people's desire to communicate. In this study, the decision tree method is used, which is a powerful yet simple and understandable tool for data analysis. SPSS and RapidMiner Studio software were used to analyze the collected data. Finally, based on demographic information and using a decision tree, the simpler use of this marketing method was demonstrated. Also, using the Leibniz test and active viral marketing, a better selection of influential people was obtained.
