Designing a Comprehensive Pattern of Factors Affecting Viral Marketing Success among Online Stores (Case Study: Digikala Online Store)

The main purpose of this article was to design a comprehensive model of factors affecting the success of viral marketing among online stores. The present study has been an exploratory mixed research in terms of applied-developmental purpose and in terms of nature. The research community in the qualitative sector has included experts in the field of marketing and consumer behavior in the online environment. The sampling approach has been judgmental and snowball following the adequacy of the sample. In this research, 20 experts were identified and participated. The statistical population in a small part included managers and experts of Digi Kala brand. The size of the research population was 105 people, which was determined by the Cochran's formula of 82 people. The sampling approach was stratified random. Semi-structured interviews were also used to collect data in the qualitative section. In a small part, a 35-item questionnaire was used. Theme analysis was used to analyze the qualitative part and structural equations based on partial least squares were used for the quantitative part. The results of the quality section confirmed that there were 30 sub-themes and 4 main themes that included (environmental factors, customer recognition and classification, online branding and message content factors). The results of the quantitative section also confirm that all four sub-themes have been effective on the success of viral marketing in the Digikala store.