Investigation of Factors Affecting Customer Purchase Intention in the Context of Viral Marketing Use in Mobile Social Media

Abstract

The study aims to examine the impact of viral marketing factors on consumer purchase intention in the context of the use of viral marketing in social media. The research data have been obtained from individuals living in Ankara through convenience sampling method. Reliability and validity analyses have been conducted with AMOS 24 and IBM SPSS 26 package programs. Structural equation modeling has been used to reveal the relationships between the independent variables (informativeness, entertainment, irritation, source credibility and argument quality) and the dependent variable (purchase intention) in the research model and to test the hypotheses. According to the results of the analysis, informativeness, entertainment, source credibility and argument quality positively affect consumer purchase intentions. In addition, a significant negative relationship has found between irritation and consumer purchase intention.