Investigation of the Impact of Viral Marketing on Purchase Intention Considering the Mediating Role of Perceived Value and Brand Trust and the Moderating Role of Gender (Case Study: Snowa Company Dealerships in Kerman City)

Document Type : Original Article

Authors

1 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university

2 MSc, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

3 PHD student, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract

Objective: This study examines the impact of viral marketing on customers' purchase intention, considering the mediating role of perceived value and brand trust, as well as the moderating role of gender among customers of Snowa dealerships in Kerman.

Method: The research follows a survey-analytical approach. The statistical population included customers of Snowa dealerships from February to August 2023. The sampling method was based on Structural Equation Modeling (SEM), and 360 questionnaires were collected using convenience sampling. Validated questionnaires with a five-point Likert scale were used to measure variables. Instrument validity was confirmed through confirmatory factor analysis, and reliability was assessed using Cronbach's alpha. Data analysis was conducted using Smart PLS3 software.

Findings: Viral marketing has a significant positive effect on purchase intention, which is reinforced by perceived value and brand trust. Customers who perceive greater value and have higher trust in the brand exhibit a stronger intention to purchase. Gender did not have a significant moderating effect on these relationships.

Conclusion: Viral marketing serves as an effective tool for attracting customers and boosting sales. Brands should focus on enhancing perceived value and strengthening customer trust to maximize the effectiveness of their viral marketing strategies and gain a competitive advantage.

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