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About Viral Marketing and Purchase Intentions of Mobile Applications Users
This document discusses a study on the effects of viral marketing through social media on the purchase intentions of mobile app users in Iran. The study found that argument quality, source credibility, and quantity of information on social media have the strongest influence on perceived usefulness of apps. Perceived usefulness and perceived ease of use were also found to impact purchase intention through attitude. The results suggest app developers should focus on high argument quality, source credibility, and information quantity in their social media marketing strategies.
Detailed Information
| Author: | ['Katon Bhagaskara'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 16 |
| Language: | English |
| Format: | |
| Price: | FREE |
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