The sociological study of effective tactics on viral marketing and its effect on purchasing behavior (Case study of Refah chain stores of East Azerbaijan province)

Subject Areas : sociology

Bijan Elmi ¹ , Mojtaba Ramezani ²

1 - عضو هیات علمی دانشگاه آزاد اسلامی واحد بناب، گروه مدیریت؛ بناب- ایران.
2 - عضو هیات علمی دانشگاه آزاد اسلامی واحد بناب، گروه مدیریت؛ بناب- ایران

Received: 2016-03-12 Accepted : 2016-03-12 Published : 2011-04-21

Keywords: viral marketing tactic, customer behavior, Refah chain stores of East Azerbaijan Province,

Abstract :

The purpose of this research is to study the effective factors on viral marketing and its effect on customers' purchasing behavior. The statistical population includes all customers of branches of Refah chain stores of East Azerbaijan province. The data provided randomly via questionnaire among 384 in a period of one year (90 to 91). To analyze the conceptual model of the research descriptive and inferential statistics were used with SPSS software. The results show that the mentioned tactics have positive and significant effect on viral marketing and customers' purchasing behavior in major retailing. Also, the most effective tactics on viral marketing and customers' purchasing behavior are offering the product and free of charge services.

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