Analyzing the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth e-marketing and viral e-marketing

Subject Areas : Marketing

Mohamad Shoaib Allami ¹ , mohamad Hadi Asgari ²

1 - Master, Brand Management, Faculty of Business Management, Tonekabon Branch of Azad University, Mazandaran, Iran
2 - Business Management, Islamic Azad University, Tonekabon branch,Tonekabon,Iran

Received: 2022-03-02 Accepted : 2022-06-13 Published : 2022-11-22

Keywords: Viral Electronic Marketing, Digital Content Marketing, Social Influence Transmission, Word of Mouth Electronic Marketing,

Abstract :

Background: The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province.Objective: To measure the impact of digital content marketing components by emphasizing the mediating role of social influence transfer on word of mouth electronic marketing in the food tourism industry of Guilan province and is of a practical type.Methods: The method of the present study in terms of nature, descriptive-survey and statistical population of this study included all tourists in Guilan province. Due to the unlimited statistical population, the population size was determined based on Krejcie Morgan table 384 people who were selected by available sampling method, statistical samples. Data collection tools and information in this study are digital content marketing questionnaires (Yi Bo et al., 2020); Electronic Viral Marketing (Joe Parkinson et al., 2019); And word-of-mouth marketing (Kwak and Kim, 2017); Their content validity was confirmed according to scientific experts and structural validity was confirmed based on confirmatory factor analysis, convergent validity and divergent validity.Resualt:In this study, normative social influence has been able to.Conclusion: The findings showed that the transfer of social influence has a positive and significant effect on the impact of digital content marketing components on word of mouth electronic marketing and electronic viral marketing, which means that by increasing the transfer of social influence and improving its indicators, Expect the digital content marketing components to improve.