Commercial Surveys

Commercial Surveys

Identification, Modeling, and Prioritizing of Factors Affecting Viral Marketing of Organic Food with a Hybrid Approach of Meta-Synthesis, TISM, and FANP

Document Type : definition

Authors
1 Master of Science in MBA, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran
2 imam khomeini international university
3 Department of Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran
Abstract
In general, the use of organic food has an essential role in food security and the health of the community, which requires proper information and awareness, so the question arises of how to identify the potential and actual capacity of organic food production, especially in the city of Tehran which provided the ground for its development and prosperity. In this research, effective factors in the viral marketing of organic food have been identified, modeled, and weighted. By reviewing 90 scientific papers using the Meta-synthesis approach affecting factors were identified. Then the TISM based on experts’ opinions was used to determine the model. Finally, by implementing the FANP, ranking and determining the importance of the factors done. Based on the analysis, it was determined that nine factors affect the viral marketing of organic food. These factors were classified in an interpretive model with five levels. The first level is the market conditions, the second level is the target society, the third level is technology and price, the fourth level is the consumer, the presentation method (implementation), and value creation, and finally, the fifth level is desire (motivation) and trust. Also, using FANP, it was determined that the presentation method, the value of the message, and the consumer are the most important, and the factors of price and market conditions were ranked second. This result shows that in attracting the customer, the necessary information should be given to the customer so that he has full knowledge of the product.
Keywords

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Volume 21, Issue 121 - Serial Number 121
September and October 2023
Pages 107-126

  • Receive Date 05 December 2022
  • Revise Date 23 December 2022
  • Accept Date 02 January 2023