[Bahrainizadeh, M., and Ziaee, A. (2012), “Investigating the impact of risk aversion and the consumers’ involvement with product on their loyalty and their oral advertising: the mediating role of attachment and trust in the brand”, New Marketing Research, Vol. 2, No. 4, pp. 105-121. (In Persian)]Search in Google Scholar
[Beverland, M., Dobelee, A., and Farrelly, F. (2014), “The viral marketing metaphor explored through Vegemite”, Marketing Intelligence & Planning , Vol. 33, No. 5, pp. 656-674.10.1108/MIP-08-2014-0146]Search in Google Scholar
[Cheung, C. M., Lee, M., and Rabjohn, N. (2008), “The impact of electronic word-ofmouth”, Internet Research, Vol. 18, No. 3, pp. 229-247.10.1108/10662240810883290]Search in Google Scholar
[Chiou, J. and Hsu, A. (2013), “How negative online information affects consumers ’brand evaluation”, Online Information Review, Vol. 37 No. 6,pp. 910-926.10.1108/OIR-02-2012-0014]Search in Google Scholar
[Clow, K., James, K., Kranenburg, K., and Berry, C. (2006), “The relationship of the visual element of an advertisement to service quality expectations and source credibility”, Journal of Services Marketing, Vol. 20, No. 6, pp. 114-404.10.1108/08876040610691293]Search in Google Scholar
[Dinh, T., and Mai, K. (2016), “Guerrilla marketing’s effects on Gen Y’s word-ofmouthintentiona mediation of credibility”, Asia Pacific Journal of Marketing and Logistics, Vol. 28, No. 1, pp. 4-22.10.1108/APJML-06-2015-0102]Search in Google Scholar
[Dobelee, A., Adam, L., Michael, B., Vanhamme, J., and Wijk, R. (2007), “Why pass on viral messages? Because they connect emotionally”, Business Horizons, Vol. 50, No. 4, pp. 291-304.10.1016/j.bushor.2007.01.004]Search in Google Scholar
[Feiz, D. Fakharyan, M., Jalilvand, M. Hashemi, M. (2013), “Examining the Effect of TV advertising appeals on brand attitudes and advertising efforts in Iran”, Journal of Islamic Marketing, Vol. 4, No. 1, pp. 101-125.10.1108/17590831311306372]Search in Google Scholar
[Gerard, P., and Liu, P. (2009), “A Hong Kong study of advertising credibility”, Journal of Consumer Marketing, Vol. 26, No. 5, pp. 320-329.10.1108/07363760910976574]Search in Google Scholar
[Gunther, A. (1992), “Biased press or biased public: attitudes toward media coverage of social groups”, Public Opinion Quarterly, Vol. 56, No. 2, pp. 67-147.10.1086/269308]Search in Google Scholar
[Hawkins, D., Best, R., and Coney, K. (2003), Consumer Behavior: Building Marketing Strategy, New York: McGraw-Hill.]Search in Google Scholar
[Jafariani, H., and Doaee, H. (2010), “The impact of viral messages on the message transmit rate in media communication”, Communication Research Quarterly, Vol. 7, No. 4, pp. p11-29. (In Persian)]Search in Google Scholar
[Kachersky, L., Carnevale, M. (2015), “Effects of pronoun brand name perspective and positioning on Brand attitude”, Journal of Product & Brand Management, Vol. 24, No. 2, pp. 10-32.10.1108/JPBM-02-2014-0495]Search in Google Scholar
[Kaplan, A., and Haenlein, M. (2011), “Two hearts in three-quarter time: How to waltz the social media/viral marketing dance”, Business Horizons, Vol. 14, No. 4, pp. 253-263.10.1016/j.bushor.2011.01.006]Search in Google Scholar
[Kim, H .(2005), “Consumer profiles of apparel product involvement and values:”, Journal of Fashion Marketing and Management, Vol. 14, No. 4, pp. 207-220.10.1108/13612020510599358]Search in Google Scholar
[Kim, H., and Lee, C. (2012), “Differential effects of fear-eliciting DTCA on elaboration, perceived endorser credibility, and attitudes”, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 6, No. 1, pp. 22-41.10.1108/17506121211216860]Search in Google Scholar
[Lim, B., and Chung, C. (2014), “Word-of-mouth:, Asia Pacific Journal of Marketing and Logistics, Vol. 26, No. 1, pp. 39-53.]Search in Google Scholar
[Maleki, M., Dehghani, S., Baghani, A., and Farsizadeh, H. (2015), “Examining the impact of service brand dimensions on brand loyalty in the banking industry”, New Marketing Research, Vol. 5, No. 4, pp. 119-161. (In Persian)]Search in Google Scholar
[Moore, R. (2003), “From genericide to viral marketing: on brand”, Language & Communication, Vol. 23, No. 3, pp. 331-357.10.1016/S0271-5309(03)00017-X]Search in Google Scholar
[Noble, G., and Johnson, L. (2013), “Gender and message appeal: Their influence in a proenvironmental social advertising context”, Journal of social marketing, Vol. 4, No. 1, pp.4-21.10.1108/JSOCM-12-2012-0049]Search in Google Scholar
[Nowruzi, A., and Qalandari, K. (2009), “Advertising and intellectual involvement of the customer with product”, Journal of Tadbir, Vol. 15, No. 11, pp. p 61-64. (In Persian)]Search in Google Scholar
[O’Reilly, K., and Marx, S. (2011), “How young, technical consumers assess online WOM credibility”, Qualitative Market Research: An International Journal, Vol. 14, No. 4, pp. 330-359.10.1108/13522751111163191]Search in Google Scholar
[Procter, J., and Richards, M. (2002), “Word-of-mouth marketing: beyond pester power”, Young Consumers:Insight and Ideas for Responsible Marketers, Vol. 3, No. 3, pp. 3-11.10.1108/17473610210813484]Search in Google Scholar
[Pongjit, Ch., Beise-Zee, R. (2015), “The effects of word-of-mouth incentivization on consumer brand attitude”, Journal of Product & Brand Management, Vol. 24 ,No 7, pp. 34-50.10.1108/JPBM-11-2014-0752]Search in Google Scholar
[Smith, B., McKenzie, J., and Thomas, M. (2005), “Awareness of message source and its association with the impacts of sun protection campaigns in Australia”, Health Education, Vol. 105, No. 1, pp. 42-52.10.1108/09654280510572295]Search in Google Scholar
[Vazifehdust, A., Kheiri, B., and Ruhani, M. (2010), “Risk aversion and loyalty to a brand”, Brand Quarterly, Vol. 1, No. 4, pp. p 26-30. (In Persian)]Search in Google Scholar
[Wang, C., and Lee, H. (2005), “The effects of source credibility, affection, and involvement in reducing the belief of internet rumors”, Journal of Management, Vol. 7, No. 3, pp. 391-413.]Search in Google Scholar
[Wu, P., and Wang, Y. (2011), |The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude”, Asia Pacific Journal of Marketing, Vol. 23 No. 4, pp. 448-472.]Search in Google Scholar
[Yang, H., Liu, H., and Zhou, L. (2012), “Predicting young Chinese consumers mobile viral attitudes, intents and behavior”, Asia Pacific Journal of Marketing and Logistics, Vol. 24, No.1, pp. 59-77.10.1108/13555851211192704]Search in Google Scholar