Social and attitudinal determinants of viral marketing dynamics

Cyberspace refers to new tools for marketers to improve the efficiency and effectiveness of marketing communications and offer new approaches to gain and retain customers. One of its aspects is online interpersonal influences. It can be said that viral marketing is an internet-based communication strategy that exploits the transmittable nature of information dissemination on the Internet. This study investigates the impact of attitudinal and social determinants to the dynamics of viral marketing. Statistical population involves students of three State Universities of Tehran,which is considered 391 students to test according to Morgan. In this study, sampling was done as random and accessible methods. Variables in the research model are the three social capital dimensions including structural (communication and interconnection), relational and cognitive, as well as positive and negative attitudes and viral dynamics. Data analysis was performed using the software SPSS 21 and LISREL. Cronbach's alpha is more than 0.70 in all variables and they had acceptable reliability. The findings suggest that there is a direct relationship between structural capital –communication-receiving messages, structural capital-interconnection with "receiving, opening and sending messages", the relational capital-opening and sending messages, a positive attitude-willingness to open the message. Also, there is an inverse relationship between negative attitude and a willingness to open and send viral messages and relevant assumptions are confirmed. However, there is no direct relationship between structural capital-sending messages, rational capital-receiving messages, positive attitude-willingness to sending message, and cognitive capital-opening and sending messages, so the relevant hypothesis will be rejected.