Analysis of Relationship Between Viral Marketing and Customer Loyalty

Ehsan Ahadmotlaghi¹ Omid Payandani²

1) Assistant Professor, Payam Noor University, Tehran, Iran
2) Researcher, Payam Noor University, Tehran, Iran

IOI Code : XYHB-BEEDK
Publication : The 3rd International conference in Management in the 21st Century (3icm21.com)
Abstract :
    Today, with public access to the Internet and use of it, this channel of communication has become an integral part of marketing. Around the world routinely use the Internet to find products and services they use. The companies are committed to find ways to meet the demands of their customers for innovative and effective process of creating customer loyalty.One of the main new and effective marketing techniques can be used is viral marketing,where an advertising message through various media such as email, web, and recently telegram transmitted from person to person. The present study sample consisted of 165 students of Islamic Azad University. The current research is applied research and a questionnaire was used to collect data. Statistical analysis software of SPSS was applied employing Kolmogorov-Smirnov test and Spearman rank correlation analysis. Finally, a significant relationship was observed between all the hypotheses of the study.

Keywords : viral marketing internet loyalty