Surveying Influence of Apparent Attrac-tiveness and Validity of Virus Message Source on Consumer’s view to Brand

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Abstract

In recent years due to extension and increase of internet and E-commerce, virus marketing has caught producing and service companies’ idea. Despite this fact, there is no survey on influence of attractiveness and validity of virus message source on consumer’s view to brand and their risk taking and this study aims to it. Statistical population is mobile owners (Samsung, LG, Nokia, Sony, and IPhone) in Bushehr. 430 questionnaires were distributed and 396 questionnaires were collected and analyzed by sampling. Data analysis was implemented by structural equation modeling using PLS software. Findings indicated that attractiveness and validity of virus message source affects consumer’s view to brand. Also, mental involvement of consumers has moderator role in the relation between attractiveness and consumer’s view to brand. In addition, rate of risk taking of individuals has moderator role in the relation between message source validity and consumer’s view to brand.

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