The Role of Viral Marketing on Brand Development in Food Technology of Tehran (Case study: Brand Development of Zar Macaron)

Abstract

Considering the increasing tendency of businesses to use new marketing methods and existing capacities in social communication networks, it is necessary to study in this area. This study needs to provide locally practical solutions for companies to achieve their goals. The methodology of this study was descriptive, correlational and cross-sectional. The studied group included all citizens (in Tehran) aged over 15 years. As samples, 384 consumers of Zar Macaron products were selected by Cochran formula. Z-Fisher test, coefficients of correlation and regression modelling were used to analyse data, to analyse significance and to analyse the path by SPSS software, respectively. The results showed that the experience of using Zar Macaron products influences the involvement in viral marketing. The consumption of different types of macaroni did not significantly influence the involvement in the viral marketing. Age of consumers did not significantly influence the involvement in viral marketing. The involvement in viral marketing influenced the image of customers. The involvement in viral marketing influenced on encouraged purchase of brand products. Image of customers influenced on encouraged purchase of brand products. Image of customers influenced encouraged purchase of products by others. Encouraged purchase of brand products influenced the encouraged purchase of brand products by others.