Recently, competition to acquire customers and convert them into potential clients has always been one of the most important challenges managers. Accordingly, managers are always looking for new services and determine appropriate management strategies in order to determine the factors that are driving the spread of propaganda and attract customers. High penetration of mobile phones in the global life presents a wide range of activities promising mobile market suggests that viral marketing is the mobile arena. However, success in this field, which remains undiscovered, is dependent on the willingness of customers to target advertising to friends. So, identify and understand the factors that affect the behavior of return customers through mobile phone, it is important. In this study, the content of the message, charm and fun, the advice of friends, rich media, behavioral intention and attitude towards the message, ease and convenience of use, compatibility and interaction in the workplace and a useful tool to understand the factors influencing the acceptance of advertising message's Mobile and desire to spread the virus were detected. Furthermore, in this study, Cronbach's alpha value was 0.836, which shows its high reliability.
کلید واژگان :viral marketing, mobile marketing, virtual communities
ارزش ریالی : 1200000 ریال
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