Presenting a new framework of viral marketing in online business: qualitative analysis via projection techniques

Viral marketing is a marketing policy that motivates people to tell your marketing message to others. The advantage of viral marketing is that marketers can create customers at costs almost equivalent to zero, and move from the marketing-consumer-to-consumer-to-consumer mode, accordingly, a new economy has emerged as businesses use information technology. The purpose of the present study is to conceptualize the components of viral marketing in online business. For this purpose of word association, sentence completion and dream exercises Used as projection techniques in an in-depth semi-structured interview with 15 people in the three generations (X, Y and Z) through content analysis and with the help of MaxQDA software, 76 open source, 21 core and 6 new viral components have been identified in the field of viral marketing such as online services, online attractiveness, online risk taking, online persuasion, online trust and online support. The results can help online business owners develop low-cost activities