Critical factors and advantage factors influencing the implementation of viral marketing by considering the mediating role of Islamic marketing;; a conceptual approach

摘要

The aim of the study is to explore the effect of critical factors and advantage factors on the implementation of viral marketing. The study population consisted of all students of Islamic Azad University, Ardabil Branch during 2014-2015, and the sample of the study consisted of 262 students. A researcher-made questionnaire was used to collect data. For data analysis, a structural equation modelling and LISREL software program were utilized. The results of the analysis indicated that advantage factors and critical factors influence viral marketing. Additionally, Islamic marketing modifies the effect of advantage and critical factors in the course of viral marketing implementation. Likewise, the presented model had a goodness of fit. In the end, some suggestions are provided according to the results.