Personal Motivations to pass along Electronic Messages for Others (Viral Marketing)
Subject Areas :
Mohsen Moradi
1
(
کارشناس ارشد مدیریت بازرگانی دانشگاه آزاد اسلامی واحد تهران شمال
)
Zahra Alipour Darvish
2
(
استادیار و مدیر گروه مدیریت بازرگانی ارشد دانشگاه آزاد اسلامی واحد تهران شمال
)
Keywords: motivation, Viral marketing, Electronic word-of-mouth (e-WOM), E- mail,
Abstract :
Despite the increasing popularity of viral marketing, the key factors influencing the new marketing strategy remains unknown. This paper examines one of the critical factors, Companies contacts motivations to pass along electronic message. The study of the theoretical background and field marketing, Research on the potential factors: 1.need to be part of a group. 2. need to be different. 3. altruism. 4. the need for personal growth on a number of electronic messages for others to investigate. We also investigate if high trait curiosity can indirectly lead to more forwarding by increasing the amount of electronic message consumed. Results of the study on a sample of over 300 Islamic Azad University students was conducted, show that Companies contacts, who are more individualistic and/or more altruistic, tend to forward electronic message than others
