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Emotional modeling of the green purchase intention improvement using the viral marketing in the social networks

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Abstract

This study explores a model of viral marketing emotional methods to increase the green purchase intention in the social networks. In the process of this research, 500 forms were distributed to respondents, and 384 responses used for analysis. All of the viral marketing emotional method items were created by Delphi method. The study discovered that the viral marketing-based joy and surprise have a significant positive effect on the social value of the green product consumption. Also, the effect of the social value of green product consumption on the green purchase intention was confirmed. The green activists and marketers can improve their green product markets for the future using this approach to viral marketing. In this way, the marketers in all green product industries can increase the consumption of the green product. The main contribution of this study is the light it sheds on how the viral marketing emotions have an effect on the green purchase intention in the social network.

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Authors and Affiliations

  1. Department of Business Administration and Engineering, Iran University of Science and Technology, Tehran, Iran

    Yaser Sobhanifard

  2. Iran University of Science and Technology, Tehran, Iran

    Ghodrat Allah Balighi

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  1. Yaser Sobhanifard
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  2. Ghodrat Allah Balighi
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Correspondence to Yaser Sobhanifard.

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Sobhanifard, Y., Balighi, G.A. Emotional modeling of the green purchase intention improvement using the viral marketing in the social networks. Soc. Netw. Anal. Min. 8, 55 (2018). https://doi.org/10.1007/s13278-018-0528-8

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  • DOI: https://doi.org/10.1007/s13278-018-0528-8

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