Authors:  Mehran Rezvani, Zeinab Fathollahzadeh and Marziyeh Rezamand Parsaei

Abstract

Facing the organization with the turbulent and unstable current in which the rapid changes in
customer needs as well as globalization and technological innovation are of its distinguished
features, made the service section and developing the new services as an essential resource in
such a competitive environment. Besides, organizations and companies are always looking for
new and low-cost ways to gain competitive advantage and viral advertising is a method that
provides this opportunity because through this method and using the communication technologies,
the companies will be able to send the company’s message to a large number of potential
customers in the shortest time. The aim of this study is to design a model to identify the function
of viral marketing in the success of new financial service. In designing this model, the variables
of Nekrep article (2009) on success of the new financial service and Khazanchy and Davis
model (2008) in viral marketing have been used.

Keywords: Viral marketing, Electronic mouth to mouth Marketing, Developing new services,
Success in developing the new financial service