VİRAL PAZARLAMA ARACI OLARAK E-POSTA: E-POSTA ALMA VE GÖNDERMENİN GERİSİNDEKİ DUYGULAR ÜZERİNE BİR ARAŞTIRMA

Year 2009, Volume: 10 Issue: 1, 55 - 78, 01.12.2009

Burcu Selin Yılmaz

Abstract

İnternetin yaygınlaşması, tüketicilere ürün ve hizmetler hakkında diğer tüketicilerden bilgi edinmenin yeni yollarını sunmaktadır. Bu tür iletişim ağızdan ağza iletişimin bir türü olarak görülmekte, ağızdan fareye ya da çevrimiçi ağızdan ağza iletişim olarak adlandırılırken, tüketicilere de güç kazandırmaktadır. Tüketiciler, bağlantıda oldukları bireyler ile görüşlerini eposta gönderme, web sitelerine ve forumlara yorumlar ve geribildirimler gönderme, çevrimiçi bloglar oluşturma ve internette topluluklar kurma ve onlara katılma yolu ile paylaşmaktadır. Tüketicilerin çevrimiçi sosyal ağlarında yer alan bireyleri e-posta, anlık mesaj ya da çevrimiçi sohbet gibi bilgisayar destekli iletişim ortamları yoluyla etkileme güçlerini arttırma taktiği olarak tanımlanabilecek viral pazarlama, bir konu hakkındaki bilgilerin etrafa yayılmasını ve ürün ve hizmetlerin denenmesi, kullanılması ve benimsenmesini sağlayacak önemli bir araçtır. Bu çalışmanın amacı, tüketicilerin e-posta gönderme ve alma davranışlarının gerisindeki duyguları inceleyerek viral pazarlamanın işleyişine açıklık kazandırmaktır. Ağlar, bilgisayar destekli iletişim, viral pazarlama kavramı ve tüketicilerin artan gücü üzerine teorik bir tartışmanın ardından, tüketicilerin e-posta alma ve gönderme davranışlarının gerisindeki duygular üzerine çevrimiçi yürütülen araştırmanın sonuçları değerlendirilmektedir. Araştırma sonuçları, tüketicilerin bilgiyi yayma ve diğer bireylerle e-posta aracılığıyla bilgiyi paylaşma davranışlarının gerisindeki duyguları ortaya koymaktadır.

Keywords

Viral Pazarlama, Ağızdan Fareye İletişim, Bilgisayar Destekli İletişim, Çevrimiçi Sosyal Ağlar

E-MAIL AS A VIRAL MARKETING TOOL: A RESEARCH ON EMOTIONS BEHIND E-MAIL SENDING AND RECEIVING BEHAVIOR

Abstract

Proliferation of the Internet provides new ways for consumers to acquire information on products and services from other consumers. This type of communication is regarded as similar to word-of-mouth (W-O-M) and called word-of-mouse or online word-of-mouth communication which empowers consumers. Consumers share their opinions with connected others by sending e-mails, post comments and feedbacks to websites and forums, publish online blogs, and form and join to communities on the Internet. Viral Marketing -the tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat- is therefore emerging as an important means to “spread the word” and stimulate the trial, use and adoption of products and services. The aim of this paper is to review the impact of emotions on e-mail sending and receiving behaviors of consumers to understand the mechanism of viral marketing. Following a theoretical discussion describing networks, proliferation of computer-mediated communication, the viral marketing concept, and increasing power of consumers, the results of a survey on emotions behind e-mail sending and receiving behaviors of individuals which is conducted online are evaluated. The findings demonstrate the emotions behind consumers’ “spread the word” and share information with others by e-mails

Keywords

Viral Marketing, Word-of-Mouse Communication, Computer Mediated Communication, Online Social Networks

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