PAZAR KURDU OLMA VE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİ GÜCÜNÜN ANALİZİ

Year 2017, , 237 - 252, 01.06.2017

Nihan Özgüven Tayfun

https://doi.org/10.31795/baunsobed.645179

Cited By: 2

Abstract

Bu çalışmanın temel amacı, tüketicilerin satın alma kararlarında etkin rol oynayan, pazar kurtları olarak tanımlanan tüketiciler ile bu tüketicilerin internet ortamında bilgi aktarımı ile gerçekleştirdikleri viral pazarlama arasındaki ilişkinin gücünü belirlemektir. Bu amaçla, anket yöntemi ile veriler toplanmıştır. Örnekleme yöntemi olarak kolayda örnekleme yöntemi kullanılmıştır. Katılımcılara, öncelikle pazar kurdu kavramı açıklanmış, kendilerini pazar kurdu olarak görüp görmedikleri sorulmuş, kendini pazar kurdu olarak nitelendiren kişilere anket formu uygulanmıştır. Katılımcılar İzmir ilinde yaşayan kişilerdir. Araştırmanın örneklem hacmi 486 pazar kurdu tüketicidir. Toplanan verilerin analizinde korelasyon analizi yapılmıştır. Araştırma sonucunda, pazar kurdu tüketiciler ile viral pazarlama arasında güçlü bir ilişki olduğu sonucuna ulaşılmıştır

Keywords

Pazar Kurtları, Viral Pazarlama, Tüketici Davranışları

Analysis the Power of Relationship Between Market Maven and Viral Marketing

Abstract

The main aim of this study, to determine the power of the relationship between market maven that are actively in purchasing decisions of consumers and viral marketing of these consumers through information transmission on the internet. For this purpose data were collected by questionnaire method. Convenience sampling method had been used. Firstly, market maven were identified to participants, asked whether they saw themselves as market maven or not, a questionnaires was applied to those who identified themselves as market maven. Participants are living in Izmir. The sample of research is 486 market maven consumers. Collected data were analyzed with correlation analysis. As a result of study, the relationship is strong between the market maven and viral marketing

Keywords

Market Maven, Viral Marketing, Consumer Behavior

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