This paper presents an empirical investigation to determine the key criteria that viral marketing practitioners believe should be implemented to measure about the success of viral marketing campaigns in insurance industry. The study designs a questionnaire in Likert scale where the effects of four independent variables, personal, message, media and tools characteristics are measured on an Iranian insurance firm’s reputation as well as service expansion. Cronbach alphas were measured for all components of the survey and they were all well above the minimum acceptable level. Using regression analysis, the study has determined positive and meaningful relationships between insurance firm’s reputation as well as service expansion and four independent variables.

This paper presents an empirical investigation to study the effect of five factors on purchasing food product including brand and reputation, being green product producer, quality of packaging, taste of food products and materials used in products. The study designs a questionnaire consists of 20 questions, distributes 440 questionnaires among some consumers who were regular customers of food chains in west part of city of Tehran, Iran and managed to collect 225 properly filled ones. The study uses binomial test to verify five hypothesis of the survey and it has confirmed the effects of four variables including brand and reputation, quality of packaging, taste of food products and materials used in products. In our survey, there are some positive and meaningful correlations among different pairs of five variables of the survey where the highest correlation is between materials used in products and quality of packaging (r=0.606, Sig. = 0.000) and between Quality of packaging and being green product producer (r=0.545, Sig. =0.000).