Viral marketing as an influential factor on customer behavior is a new tool that encourage people to comment about products or services of companies on the Internet. The key of viral marketing is based on word of mouth communications, Word of mouth communication is an important source for customers and has an important role in shaping the behavior and attitude of consumers. The aim of this study is investigate the effect of viral marketing dimensions on customers purchase intention in Modiseh Online Store. This research is an applied research and the method is descriptive-survey and it is also considered as a correlation research. The statistical population of the research is including students of Mehr Alborz institution who bought at least once from Modiseh online store. Students of the institution include 1300 people. By using Krejcie – Morgan table, the study sample is obtained 297 people. To collect data, standard questionnaire is used. For inferential analysis, SPSS software is used to confirm or reject hypotheses. The results of data analysis indicate that viral marketing dimensions: informativeness, entertainment, irritation and source credibility have positive and significant impact on customers purchase intention. Professionals need to pay more attention to this topic in their marketing program and take more effective measures to align their marketing plans with viral marketing methods.
