شناسایی انگیزه‌های انتقال پیام تبلیغاتی در بازاریابی ویروسی (مورد مطالعه: دانشگاه مازندران)

Despite increasing popularity of virus marketing, the factors influencing its suc-cess are not completely identified yet. This study aims to identify message deliv-ery motivations in virus advertisement. This is descriptive survey in which 396 students in the University of Mazandaran were selected by clustering sampling and data were gathered through questionnaire. Material incentive, altruism, self-increase and social benefits were independent variables and message delivery and extroversion were dependent and adjusting variables. SPSS software was used for data analysis. Simultaneous multiple regression was used for hypotheses testing and Baron and Kenny method was used for evaluation of adjusting role. Findings indicated that except material incentive, other independent variables have positive and significant effect on message delivery. Also, extroversion modifies the relation between dependent and independent variables.