THE MEASUREMENT OF THE FACTORS INFLUENCING ATTITUDES, INTENTIONS AND BEHAVIORS IN MOBILE VIRAL COMMUNICATION

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The mobile viral communication is an important tool that facilitated the speed of spread of messages about products or services among consumers. The speed of this spread of messages depends on the positivity of the attitudes of consumers towards sending the messages which they receive to others, their intentions to convey these messages to others, and their acts of turning such intention to behavior. Therefore, in this study, It is aimed to show whether viral attitudes is describing viral intention and viral intention describing viral behavior. To this end, this study investigated the effects of factors such as subjective norm, perceived behavioral control, perceived cost, perceived usefulness, and perceived satisfaction on the viral marketing attitudes of young people, the effects of their viral marketing attitudes on their viral intentions, and the effects of their intentions on their viral behaviors. Thus, a survey was administered to young people residing in the central district of Erzurum province by convenience sampling. Within the scope of this study s findings subjective norm, perceived behavioral control, perceived cost, perceived usefulness, and perceived satisfaction have a statistically significant effect on the viral marketing attitudes of young people, viral marketing attitudes have a significant effect on viral marketing intentions, and viral intentions have a significant effect on acts of sending viral messages.

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Subjective Norm , Behavioral Control , Perceived Cost , Perceived Usefulness , Satisfaction

Journal Of Economics and Administrative Sciences, Ataturk University

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Journal Of Economics and Administrative Sciences, Ataturk University