Investigating the Effective Factors on Electronic Trade by Viral Marketing (Case Study: Clients of Websites in Iran)

Abstract

While the process of viral marketing is often perceived as a random phenomenon with marketers having little or no control over the process, getting your customers to spread your brand messages throughout a widespread network of buyers makes good business and marketing sense. This paper uses case study examples to explore a number of strategies underpinning this apparently chaotic phenomenon. Further, several suggestions are offered for marketers seeking to use viral marketing to position brands or change a brand’s image, encourage new product trials and increase product uptake rates. In this article, we want to investigate the effect of External factors such as: capturing the imagination, Targeting credible sources, Leveraging combinations of technology and Easy to use product and also internal factors such as: inclusion (the need to be part of a group, the need to be different)and affection on viral marketing. So, our population statistical is client of websites in Iran and the amount of sample according to Cochran formula is 140 person. For testing the data, we use from SPSS 19 with correlation and regression, according to finding all of the hypothesis are accepted.