Design and Development of a Native Model of Viral Advertising for Online Retailers Using the Grounded Theory

Subject Areas : Jounal of Marketing Management

Monir sadat Mirahmadi ¹ (PhD student in Business Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran)
yazdan shirmohammadi ² (Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran)
Seyed Mahdi Jalali ³ (Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran)

Received: 2021-04-11 Accepted : 2021-08-21 Published : 2021-12-22

Keywords: Viral Advertising, Advertising, Online Retailers, Retailers, COVID 19,

Abstract :

The spread of the Internet in everyday life and its development in all social and economic sectors and business processes has caused in today's world, caused by the spread of the deadly corona virus, fundamental changes in the economic system and consequently in marketing and marketing advertising; Therefore, this study tries to help develop theoretical knowledge in this field by examining the characteristics of viral advertising and provide solutions for the implementation of viral advertising programs for marketing managers; Therefore, the aim of the present study is to design a native model of viral advertising for online retailers using the data method. The present research is an applied research in terms of purpose and a qualitative survey research in terms of method. The statistical population of the study consisted of 15 managers and senior experts of the online retail company Digi Kala who were selected by purposive cluster sampling. Research data were collected using semi-structured interviews, the questions of which were confirmed by face to face with the opinion of professors and experts. Results of data method analysis of six identified categories; Indicates causal category, main category, contextual category, interventionist or environmental category, strategies and consequences category. The results of the quantitative section also show that the proposed model presented in the research has seven indicators including message content, usage, sensory perception, trust, branding, ease of use and attitude.

References:

اسکندری، ف. (1396). "فرآیند ایجاد مشترک ارزش‌آفرینی در واحدهای کارآفرینی کوچک و متوسط با استفاده از بازاریابی ویروسی به عنوان یک ابزار برندسازی: یک رویکرد دینامیک سیستم"، مطالعات مدیریت و کارآفرینی، دوره 3، شماره 3، صص. 200-215.

 

اکبری، م.، اصیل نوپسند، م.، زاهدفر، ک. و ناصری، س. (1393). "بررسی تأثیر مجذوب شدن و ‏ویژگی‌ها وب‌سایت بر رضایت و استفاده کاربران از شبکه‌های اجتماعی (مطالعه موردی: فیسبوک)"، فصلنامه ‏علمی - پژوهشی تحقیقات بازاریابی نوین، دوره 4، شماره 2(13)، صص. 95-110.

 

پروین، م. (1397). "بررسی عوامل مؤثر بر موفقیت بازاریابی ویروسی در بنگاه‌های کوچک و متوسط"، پایان‌نامه کارشناسی ارشد دانشگاه تهران، رشته مدیریت بازرگانی.

 

عبدالهی، ع.، حاجی حیدری، ن. و امیدوار، م. (1394). "شناسایی و اولویت‌بندی عوامل کلیدی موفقیت بازاریابی ویروسی"، فصلنامه علوم مدیریت ایران، دوره 10، شماره 38، صص. 124-148.

 

سمیع‌زاده، ر.، حیدرزاده، ک. و فرمانی، و. (1397). "بررسی تأثیر فعالیت‌های بازاریابی مبتنی بر شبکه‌های اجتماعی بر ارزش برند و پاسخ‌دهی مشتری مورد مطالعه: مشتریان بانک ملت تهران"، پنجمین همایش ملی پژوهش های مدیریت و علوم انسانی در ایران ، دوره 1، صص. 1-28.

 

شکری، ا.، حیدرزاده، ک. و زابلی، ر. (1397). "ارائه مدلی برای خرید آنلاین در میان زنان، با استفاده از روش کیفی تئوری داده بنیاد"، فصلنامه مطالعات زن و خانواد، دوره 6، شماره 2 (12)، صفحه 145-163.

 

اشرفی، ن. و حیدرزاده، ک. (1396). "تأثیر خطای روانی (روانشناسی) قرارداد بر تبلیغات شفاهی مثبت در خریدهای اینترنتی (مورد مطالعه: مشتریان شرکت دیجی کالا). مجله مدیریت و بازاریابی، دوره 12، شماره 37، صص. 1-18

 

Berton, T. (2012). “Marketers Who Measure the Wrong Thing Get Faulty ‎Answers”, Business Reveiew, Vol. 85(2), PP. 117-128‎‏.‏

 

Cruz, D. & Fill, C. (2017). “Evaluating Viral Marketing: Isolating the Key ‎Criteria”, Marketing Intelligence & Planning, Vol. 26 (7), PP. 743-758.‎

 

Hayes, Jameson L., Karen Whitehill King, Artemio Ramirez. (2016). “Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral ‎Processes”, Journal of Interactive Marketing, Vol. 36, PP. 31-45.

 

Hennig-Thurau, T., Gwinner, P.K., Walsh, G. & Gremler, D.D. (2014). “Electronic Word- of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?”, Journal of Interactive Marketing, Vol. 18(1), PP. 38-52.

 

Jalilvand, M.R, Samiei, N., Dini, B. & Yaghoubi, Manzari, P. (2012). “‎Examining The Structural Relationships Of Electronic Word Of Mouth, Destination ‎Image, Tourist Attitude Toward Destination And Travel Intention”, Journal Of ‎Destination Marketing And Management, Vol. 1(2), PP. 134-143.

‏

Salleh, N.M., Ariff, M.S.M.D., Zakuan, N. & Sulaiman, Z. (2016). “Consumers' Attitude Towards Viral Advertising Pass-On Behavior on Facebook, Advanced Science”, Engineering and Medicine, Vol 8(10), PP. 826-830.

 

Sela, Alon, Goldenberg, Dmitri, Ben-Gal Irad. & Shmueli, Erez. (2018). “Active ‎Viral Marketing: Incorporating Continuous Active Seeding Efforts Into The Diffusion ‎Model”,‏‎ Expert Systems With Applications, Vol. ‎107, PP. 45-60.

 

Wang, S.L. & Nguyen, T.N.L. (2018). “A Study on the Attitude of Customer towards Viral Video Advertising on Social Media: A Case Study in Vietnam”, the International Journal of Engineering and Science, Vol. 7(6), PP. 54-60.

 

Weilbacher, W.M. (2014). “How Advertising Affects Consumers”, Journal of ‎Advertising Research, Vol. 43(2), PP. 230-234.

 

Yoon, S.J. & Kim, J.H. (2014). “Is the Internet a More Effective Than Traditional Advertising? Factors Affecting the Choice of Media”, Journal of Advertising Research, Vol. 41(6), PP. 53-60.

 

Bashokouh, M. & Alipoor, V. (2012). “Communication Role in Coordinating Multiple Distribution Channels in the Electronics Industry”, Journal of Information Technology Management, Vol. 4(10), PP. 1-24.

 

Chaharsooghi, S.K. & Taheri, Z. (2015). “Developing A Multi-Issue And Flexible Negotiation Mechanism Based On Multi-Agent Systems In The Automated Interchange”, Journal Of Information Technology Management, Vol. 6(4), PP. 589-606.

 

Chesbrough, H. (2020). “Open Services Innovation: Rethinking Your Business To Grow And Compete In A New Era”, Translation Syed Kamran Bagheri, Tehran: Rasa Publication.

 

Davari, A. & Rezazadeh, A. (2020). “Structural Equation Modeling With PLS”, Tehran: Organization Jahad Daneshgahi Publication.

 

Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. & Zeriti, A. (2013). “Resources And Capabilities As Drivers Of Hotel Environmental Marketing Strategy: Implications for Competitive Advantage and Performance”, Tourism Management, Vol. 35, PP. 94-110.

 

Momeni, M. & Ghayoumi, A.F., (2018). “Statistical Analysis with SPSS”, Tehran: Author Publication.

 

Naderi Korshidi, A. & Ghaseminezhad, Y. (2016). “Investigating the Indicators Affecting the Success of Modern Banking Services Strategies from the View Point of Managers and Experts of Ansar Bank”, Journal of Information Technology Management, Vol. 6(3), PP. 487-504.

 

 

Pourebadollahan Covich, M., Samadzad, S. & Vafaei, E. (2014). “Market Structure, Conduct and Performance Paradigm Reapplied in the Iranian Shoes and Leather Industries”, The Journal of Economic Policy, Vol. 2(3), PP. 1-20.

 

Prieto, I. M. & Pilar Pérez Santana, M. (2016). “Building ambidexterity: The role of human resource practices in the performance of firms from Spain”, Human Resource Management, Vol. 51(2), PP. 189-211.

 

Su, Z., Peng, J., Shen, H. & Xiao, T. (2017). “Technological Capability, Marketing Capability, and Firm Performance in Turbulent Conditions”, Management and Organization Review, Vol. 9(1), PP. 115-137.

 

Vinzi, V.E., Trinchera, L. & Amato, S. (2020). “PLS Path Modeling: From Foundations to Recent Developments and Open Issues for Model Assessment and Improvement”, Handbook of Partial Least Squares, PP. 47-82.

 

Hinz, O., Skiera, B., Barrot, C. & Becker, J. (2015). “Seeding Strategies for Viral Marketing: An Empirical Comparison”, Journal of Marketing, Vol. 75(6), PP. 55-71. [Download] (Marketing Science Institute/H. Paul Root Award 2011, Finalist).

 

Lescovec. J. & Others. (2017). “The Viral Marketing of Dynamic”, ACM: Web on the Transaction, No.1, Articl 5.1, P. 148.

 

Reichstein, T. & Brusch, I. (2020). “The Decision-Making Process In Viral Marketing A Review And Suggestions For Further Research”, Psychology & Marketing, Vol. 36(11), PP. 1062-1081.

 

Akpinar, E. & Berger, J. (2017). “Valuable Virality”, Journal of Marketing Research, Vol. 54(2), PP. 318-330.

 

Casado-Aranda, L.A., Liébana-Cabanillas, F. & Sánchez-Fernández, J. (2020). “A Neuropsychological Study On How Consumers Process Risky And Secure Epayments”, Journal of Interactive Marketing, Vol. 43, PP. 151-164.

 

Casado-Aranda, L.A., Sánchez-Fernández, J. & Montoro-Ríos, F.J. (2020). “How Consumers Process Online Privacy, Financial, And Performance Risks: An Fmri Study. Cyberpsychology”, Behavior and Social Networking, Vol. 21(9), PP. 556-562.

 

Casado-Aranda, L.A., Sánchez-Fernández, J. & Montoro-Ríos, F.J. (2019). “Looking At The Brain: How Consumers Process Advertising. The Role of Language and Symbols In Promotional Strategies And Marketing Schemes”, IGI Global, PP. 85-105.

 

Van der Laan, L.N., Casado-Aranda, L.A. & Sánchez-Fernández, J. (2020). “Neural Correlates Of Gender Congruence In Audiovisual Commercials For Gender-Targeted Products: An Fmri Study”, Human Brain Mapping, Vol. 39(11), PP. 4360-4372.

 

 

Cascio, C.N., O'Donnell, M.B., Bayer, J., Tinney Jr., F.J. & Falk, E.B. (2020). “Neural Correlates of Susceptibility to Group Opinions in Online Wordof-Mouth Recommendations”, Journal of Marketing Research, Vol. 52(4), PP. 559-575.

 

Chan, H.Y., Boksem, M. & Smidts, A. (2020). “Neural Profiling Of Brands: Mapping Brand Image In Consumers' Brains With Visual Templates”, Journal of Marketing Research, Vol. 55(4), PP. 600-615.

 

Chan, H.Y., Smidts, A., Schoots, V.C., Dietvorst, R.C. & Boksem, M.A. (2019). “Neural Similarity At Temporal Lobe And Cerebellum Predicts Out-Ofsample Preference And Recall For Video Stimuli”, Neuroimage, Vol. 197, PP. 391-401.

 

Petrescu M, & Korgaonkar, P. (2011). “Viral Advertising: Definitional Review and Synthesis”, Journal of Internet Commerce, Vol. 10(3), PP. 208-226.

 

Ketelaar, P.E., Janssen, L., Vergeer, M., Van Reijmersdal, E.A., Crutzen, R. & Van‘t, R.J. (2015). “The Success Of Viral Ads: Social and Attitudinal Predictors of Consumer Pass-On Behavior on Social Network Sites”, Journal of Business Research, PP. 1-11.

 

Berger, J. & Iyengar, R. (2013). “Communication Channels And Word Of Mouth: How The Medium Shapes The Message”, Journal of Consumer Research, Vol. 40(3), PP. 567-579.