University of Isfahan New Marketing Research Journal 2228-7744 4 4 2014 04 21 The effect of the aspects of word of mouth advertising on students’ purchase preference with concentration on adjusting role of modernism of consumer (Case Study: Mobile phone productions of SONY firm) The effect of the aspects of word of mouth advertising on students’ purchase preference with concentration on adjusting role of modernism of consumer (Case Study: Mobile phone productions of SONY firm) 21 42 17753 FA Asma Soltaninezad Hossein Khanifar Mohammad Haghighi Nima Soltaninezad Journal Article 2016 06 14 Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention. Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention. https://nmrj.ui.ac.ir/article_17753_7e3588f94441df1d83674aea330300f3.pdf