An exploration study to find important factors influencing on social marketing

Social marketing plays essential role on accessing better market share. It normally costs less than other marketing techniques and provides better way for market exposure. In this paper, we present an empirical study to detect important factors influencing social marketing in one of well-known providers of university entrance pre-test. The proposed study designs a questionnaire in Likert scale consists of 16 questions, distributes it among some students who use this kind of services. Cronbach alpha is calculated as 0.926. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.882 and 2219.3, respectively. Based on the results of our survey, we have derived two factors including marketing drivers and feasibility study.