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VİRAL PAZARLAMANIN TÜKETİCİ DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2019, Volume: 12 Issue: 2, 23 - 34, 30.12.2019
https://doi.org/10.18221/bujss.616932

Abstract

İnternet kullanımının artış göstermesi pazarlama stratejilerinin
internet ortamında da yapılmasını gerektirmiştir. Kişilerin tecrübelerini
birbirine aktarması sonucu ağızdan ağıza pazarlama, ağızdan ağıza pazarlamanın
internet üzerinden yapılması sonucu viral pazarlama kavramları önem kazanmış ve
etkisi hem akademik yazında hem de uygulamada çalışma konuları olmuştur.



Çalışmanın amacı; viral pazarlamanın tüketici
davranışları üzerine etkisini saptamaktır. Araştırmada bu kapsamda İstanbul’da
yaşayan 18 yaş ve üstü yaş grubundan 385 kişiden toplanan veriler analiz
edilmiştir. Analizler ile elde edilen bulgularda; viral pazarlama
uygulamalarına ilişkin bütün yargılara cevaplayıcıların katıldıkları, viral
pazarlama uygulamalarına ilişkin uygulamaların etkisinin cinsiyet ve yaş
ayırımı olmaksızın tüketicileri etkilediği saptanmıştır.

References

  • Referans1 Ateşoğlu İ., Bayraktar S. (2011). Ağızdan Ağıza Pazarlamanın Turistlerin Destinasyon Seçimindeki Etkisi, Sosyal Bilimler Dergisi, 7(14), 101-107
  • Referns2 Allsop, D. T., Bassett, B. R., Hoskins, J. A. (2007). “Word-of-Mouth Research: Principles and Applications”, Journal of Advertising Research”, 47(4), 401
  • Referans3 Argan, M., Argan, M.T. (2006). Viral Pazarlama veya Internet Üzerinde Ağızdan Ağıza Reklam: Kuramsal Bir Çerçeve, Sosyal Bilimler Dergisi, 6(2), 231-250
  • Referans4 Balakrishnan, B., Dahnil, M. I. ve Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation y. Procedia - Social and Behavioral Sciences 148, August, 178-185
  • Referans5 Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-245
  • Referans6 Brown M. R., Bhadury, R. K., ve Pope, N. K. L. (2010). The Impact Of Comedic Violence on Viral Advertising effectiveness. Journal of Advertising, 391, 49-66.
  • Referans7 Clow, K. E., Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi, (G. Öztürk, Çev.) Ankara: Nobel Yayıncılık.
  • Referans8 Cruz, D., Fill C. (2008). Evaluating Viral Marketing: Isolating the Key Criteria. Marketing Intelligence & Panning. 26(7), 743-758
  • Referans9 Dobele, A., diğ. (2007). Why Pass on Viral Messages? Because They Connect Emotionally, Business Horizons, 50(4), 291-304
  • Referans10 Eckler, P., Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes. Journal of Interactive Advertising, 11(2), 1-11
  • Referans11 Ennew, C.T., Banerjee, A.K., Li, D. (2000). “Managing Word of Mouth Communication: Empirical Evidence from India”, International Journal of Bank Marketing, 18(2), 75-83
  • Referans12 Fraile, A. (2019). What is viral marketing advantages and examples. Erişim tarihi: 22.07.2019, https://www.cyberclick.es
  • Referans13 Global Digital Report (2018). Erişim tarihi: 04.01.2019, https://digitalreport.weaewsocial.com/Goodman, J. (2005). Treat Your Customers As Prime Medine Reps. Business Week, 46(32), 122-127
  • Referans14 Global Trust in Advertising (2015). Erişim tarihi: 08.05.2018, www.nielsen.comHelm, S., (2000). Viral Marketing: Establishing Customer Relationship by Word of Mouse. Electronic Markets. 10(3),158-161
  • Referans15 Kaplan, M. A., Haenlein, M., (2011). Two Hearts in Three-Quarter Time: How to Waltz The Social Media/Viral Marketing Dance. Business Horizons. 54(3), 253-263
  • Referans16 Kalpaklıoğlu, U.N. ve Toros, N. (2011). Viral Marketing Tecniques Wıth in Online Social Network, Journal Of Yasar University, 24(6), 4112-4129.
  • Referans17 Karabulut, F. (2017). Pazarlama Ajanı Tüketici: Bir İş Fikri Olarak Katılımcı Pazarlama, Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 9(4), 149-160
  • Referans18 Kaydan, Aswal. (2014). New Buzz in Marketing: Go Viral. International Journal of Innovative Research Development. 3(1), 294-297
  • Referans19 Lee, J., Lee, J., Feick, L., (2006) “Incorporating Word-of-Mouth Effects in Estimating Customer Lifetime Value”, Database Marketing & Customer Strategy Management, 14(1), 29-39
  • Referans20 Libert, K., Tynski, K., (2013). The emotions that make marketing campaigns go viral. Erişim tarihi: 11.02.2019, https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral.
  • Referans21 Liu, F., Cheng, H. ve Li, J., (2009). Consumer Responses To Sex Appeal Advertising: a Cross-Cultural Study. International Marketing Review, 26(4/5), 501-520
  • Referans22 Mills, A. J. (2012), Virality in Social Media: The SPIN Frame-work, Journal of Public Affairs, 12(2), 162-169
  • Referans23 Nalina, K. G., Palanivelrajan, B. (2015). Micro level empirical study on viral marketing in Madurai. International Journal of Management. 6(1), 233-238
  • Referans24 Onurlubaş, E., Dinçer D., (2016) ‘Tüketicilerin Ağızdan Ağıza ve Viral Pazarlama Algılarına Etki Eden Faktörlerin Analizi’, GÜSBEED, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7, (17), 184-202
  • Referans25 Oğuz, Y. (2015). Ağızdan Ağıza Pazarlama, Akademik Sosyal Araştırmalar Dergisi, 14 (3), 429-118
  • Referans26 Rayson, Steve. How to go viral: lessons from the most shared content of 2015. Erişim tarihi: 08.12.2016, (http://buzzsumo.com/blog/go-viral-lessons-shared- content-2015/).
  • Referans27 Silverman, G. (2006). Ağızdan ağıza pazarlama. (E. Orfanlı, Çev.) İstanbul: MediaCat Yayınları.
  • Referans28 Silverman, G. (2007). Ağızdan Ağıza Pazarlama: Dünyanın En Güçlü Pazarlama Yönteminin 28 Sırrı. (E. Orfanlı, Çev.) İstanbul: Mediacat Kitapları.
  • Referns29 Vaynerchuk, G. (2011). Teşekkür Ekonomisi: Müşteri Bağlılığı Yaratmak İçin Sosyal Medyayı Nasıl Kullanmalısınız, İstanbul: MediaCat Kitapları
  • Referans30 Yener, M. L., (2018) Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328
  • Referans31 Silverman G. (2007). Ağızdan ağıza pazarlama: Dünyanın en güçlü pazarlama yönteminin 28 sırrı. (E. Orfanlı Çev). İstanbul: Mediacat Kitapları.
  • Referans32 Stokes, D., Lomax, W. (2002). Taking Control of Mouth Marketing: The Case of An Entrepneurial Hotelier. Journal of Small Business and Enterprise Development. 9(4), 349-357
  • Referans33 Solomon, M. R., (2003). Conquering Consumerspace: Marketing Strategies For a Branded World, New York: Amacom.
  • Referans34 Thompkins, Y. L. (2012). Seeding Viral Content The Role of Message and Network Factors. Journal of Advertising Research, 52(4), 465-478
  • Referans35 Wilson, R. F. (2018). The six simple principles of viral marketing. Erişim tarihi: 02.09.2019, https://www.practicalecommerce.com.
  • Referans36 Yang, H. C., Liu, H. ve Zhou, L., (2011). Predicting Young Chinese Consumers’ Mobile Viral Attitudes, Intents and Behavior. Asia Pacific Journal of Marketing and Logistics. 24(1-2), 24-42
  • Referans37 Zhao, Z. ve Renard, D., (2018). Viral Promotional Advergames: How Intrinsic Playfullness and the Extrinsic Value of Prizes Elicit Behavioral Responses. Journal of Marketing. 41, 94-103
Year 2019, Volume: 12 Issue: 2, 23 - 34, 30.12.2019
https://doi.org/10.18221/bujss.616932

Abstract

References

  • Referans1 Ateşoğlu İ., Bayraktar S. (2011). Ağızdan Ağıza Pazarlamanın Turistlerin Destinasyon Seçimindeki Etkisi, Sosyal Bilimler Dergisi, 7(14), 101-107
  • Referns2 Allsop, D. T., Bassett, B. R., Hoskins, J. A. (2007). “Word-of-Mouth Research: Principles and Applications”, Journal of Advertising Research”, 47(4), 401
  • Referans3 Argan, M., Argan, M.T. (2006). Viral Pazarlama veya Internet Üzerinde Ağızdan Ağıza Reklam: Kuramsal Bir Çerçeve, Sosyal Bilimler Dergisi, 6(2), 231-250
  • Referans4 Balakrishnan, B., Dahnil, M. I. ve Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation y. Procedia - Social and Behavioral Sciences 148, August, 178-185
  • Referans5 Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-245
  • Referans6 Brown M. R., Bhadury, R. K., ve Pope, N. K. L. (2010). The Impact Of Comedic Violence on Viral Advertising effectiveness. Journal of Advertising, 391, 49-66.
  • Referans7 Clow, K. E., Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi, (G. Öztürk, Çev.) Ankara: Nobel Yayıncılık.
  • Referans8 Cruz, D., Fill C. (2008). Evaluating Viral Marketing: Isolating the Key Criteria. Marketing Intelligence & Panning. 26(7), 743-758
  • Referans9 Dobele, A., diğ. (2007). Why Pass on Viral Messages? Because They Connect Emotionally, Business Horizons, 50(4), 291-304
  • Referans10 Eckler, P., Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes. Journal of Interactive Advertising, 11(2), 1-11
  • Referans11 Ennew, C.T., Banerjee, A.K., Li, D. (2000). “Managing Word of Mouth Communication: Empirical Evidence from India”, International Journal of Bank Marketing, 18(2), 75-83
  • Referans12 Fraile, A. (2019). What is viral marketing advantages and examples. Erişim tarihi: 22.07.2019, https://www.cyberclick.es
  • Referans13 Global Digital Report (2018). Erişim tarihi: 04.01.2019, https://digitalreport.weaewsocial.com/Goodman, J. (2005). Treat Your Customers As Prime Medine Reps. Business Week, 46(32), 122-127
  • Referans14 Global Trust in Advertising (2015). Erişim tarihi: 08.05.2018, www.nielsen.comHelm, S., (2000). Viral Marketing: Establishing Customer Relationship by Word of Mouse. Electronic Markets. 10(3),158-161
  • Referans15 Kaplan, M. A., Haenlein, M., (2011). Two Hearts in Three-Quarter Time: How to Waltz The Social Media/Viral Marketing Dance. Business Horizons. 54(3), 253-263
  • Referans16 Kalpaklıoğlu, U.N. ve Toros, N. (2011). Viral Marketing Tecniques Wıth in Online Social Network, Journal Of Yasar University, 24(6), 4112-4129.
  • Referans17 Karabulut, F. (2017). Pazarlama Ajanı Tüketici: Bir İş Fikri Olarak Katılımcı Pazarlama, Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 9(4), 149-160
  • Referans18 Kaydan, Aswal. (2014). New Buzz in Marketing: Go Viral. International Journal of Innovative Research Development. 3(1), 294-297
  • Referans19 Lee, J., Lee, J., Feick, L., (2006) “Incorporating Word-of-Mouth Effects in Estimating Customer Lifetime Value”, Database Marketing & Customer Strategy Management, 14(1), 29-39
  • Referans20 Libert, K., Tynski, K., (2013). The emotions that make marketing campaigns go viral. Erişim tarihi: 11.02.2019, https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral.
  • Referans21 Liu, F., Cheng, H. ve Li, J., (2009). Consumer Responses To Sex Appeal Advertising: a Cross-Cultural Study. International Marketing Review, 26(4/5), 501-520
  • Referans22 Mills, A. J. (2012), Virality in Social Media: The SPIN Frame-work, Journal of Public Affairs, 12(2), 162-169
  • Referans23 Nalina, K. G., Palanivelrajan, B. (2015). Micro level empirical study on viral marketing in Madurai. International Journal of Management. 6(1), 233-238
  • Referans24 Onurlubaş, E., Dinçer D., (2016) ‘Tüketicilerin Ağızdan Ağıza ve Viral Pazarlama Algılarına Etki Eden Faktörlerin Analizi’, GÜSBEED, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7, (17), 184-202
  • Referans25 Oğuz, Y. (2015). Ağızdan Ağıza Pazarlama, Akademik Sosyal Araştırmalar Dergisi, 14 (3), 429-118
  • Referans26 Rayson, Steve. How to go viral: lessons from the most shared content of 2015. Erişim tarihi: 08.12.2016, (http://buzzsumo.com/blog/go-viral-lessons-shared- content-2015/).
  • Referans27 Silverman, G. (2006). Ağızdan ağıza pazarlama. (E. Orfanlı, Çev.) İstanbul: MediaCat Yayınları.
  • Referans28 Silverman, G. (2007). Ağızdan Ağıza Pazarlama: Dünyanın En Güçlü Pazarlama Yönteminin 28 Sırrı. (E. Orfanlı, Çev.) İstanbul: Mediacat Kitapları.
  • Referns29 Vaynerchuk, G. (2011). Teşekkür Ekonomisi: Müşteri Bağlılığı Yaratmak İçin Sosyal Medyayı Nasıl Kullanmalısınız, İstanbul: MediaCat Kitapları
  • Referans30 Yener, M. L., (2018) Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları, Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328
  • Referans31 Silverman G. (2007). Ağızdan ağıza pazarlama: Dünyanın en güçlü pazarlama yönteminin 28 sırrı. (E. Orfanlı Çev). İstanbul: Mediacat Kitapları.
  • Referans32 Stokes, D., Lomax, W. (2002). Taking Control of Mouth Marketing: The Case of An Entrepneurial Hotelier. Journal of Small Business and Enterprise Development. 9(4), 349-357
  • Referans33 Solomon, M. R., (2003). Conquering Consumerspace: Marketing Strategies For a Branded World, New York: Amacom.
  • Referans34 Thompkins, Y. L. (2012). Seeding Viral Content The Role of Message and Network Factors. Journal of Advertising Research, 52(4), 465-478
  • Referans35 Wilson, R. F. (2018). The six simple principles of viral marketing. Erişim tarihi: 02.09.2019, https://www.practicalecommerce.com.
  • Referans36 Yang, H. C., Liu, H. ve Zhou, L., (2011). Predicting Young Chinese Consumers’ Mobile Viral Attitudes, Intents and Behavior. Asia Pacific Journal of Marketing and Logistics. 24(1-2), 24-42
  • Referans37 Zhao, Z. ve Renard, D., (2018). Viral Promotional Advergames: How Intrinsic Playfullness and the Extrinsic Value of Prizes Elicit Behavioral Responses. Journal of Marketing. 41, 94-103
There are 37 citations in total.

Details

Primary Language Turkish
Journal Section Review Article
Authors

Duygu Öztürk

Publication Date December 30, 2019
Published in Issue Year 2019 Volume: 12 Issue: 2

Cite

APA Öztürk, D. (2019). VİRAL PAZARLAMANIN TÜKETİCİ DAVRANIŞLARINA ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Beykent Üniversitesi Sosyal Bilimler Dergisi, 12(2), 23-34. https://doi.org/10.18221/bujss.616932

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