Assistant Professor, Department of Management and accounting, To.c., Islamic Azad University, Tonekabon, Iran.
10.22059/ijms.2025.385535.677166
Abstract
The aimof the present research is to model and prioritize components to provide optimal viral marketing rules in online businesses.It is a mixed-methods applied research study.In the qualitative section of this research,15 individuals were selected through purposeful sampling bythe researcher to ensure their relevance and expertise regarding the research topic and the quantitative part includes 460 customers of online businesses using a stratified random sampling method.The data collection tools in the qualitative section used the projection technique and in-depth interviews.Using the MAXQDA software,the interviews were analyzed and summarized,through which six components were identified.Then,in the quantitative section,12 experts were used to determine the Lavash index,and subsequently,exploratory factor analysis was conducted using the SPSS software.Next,using the SWARA technique,the identified indicators were ranked based on expert opinions according to their degree of importance, and to identify the most influential component,the genetic metaheuristic algorithm was used,with WEKA and RAPIDMINER software employed in this section.using the decision tree method and MATLAB software,viral marketing optimization rules were identified.The findings in the qualitative section showed that online persuasion, online trust,online support,online services,and online attractiveness were the components of viral marketing, and in the quantitative section,online persuasion and online trust were determined as the best feature or component
Fazeli Veisari, E. (2025). Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms. Interdisciplinary Journal of Management Studies, (), -. doi: 10.22059/ijms.2025.385535.677166
MLA
Fazeli Veisari, E. . "Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms", Interdisciplinary Journal of Management Studies, , , 2025, -. doi: 10.22059/ijms.2025.385535.677166
HARVARD
Fazeli Veisari, E. (2025). 'Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms', Interdisciplinary Journal of Management Studies, (), pp. -. doi: 10.22059/ijms.2025.385535.677166
CHICAGO
E. Fazeli Veisari, "Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms," Interdisciplinary Journal of Management Studies, (2025): -, doi: 10.22059/ijms.2025.385535.677166
VANCOUVER
Fazeli Veisari, E. Modeling Viral Marketing to Strengthen the Online Purchasing Channel: A Mixed Approach with the SWARA Technique Based on Genetic Algorithms. Interdisciplinary Journal of Management Studies, 2025; (): -. doi: 10.22059/ijms.2025.385535.677166
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