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KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Year 2023, , 27 - 40, 27.04.2023
https://doi.org/10.35375/sayod.1188138

Abstract

Bu araştırmanın amacı, üniversite öğrencilerinin ve aday öğrencilerin kültürel zekâ düzeyleri ile viral pazarlama arasındaki ilişkinin incelenmesidir. Bu amaç doğrultusunda İstanbul ilinde eğitim hizmetini sunan bir vakıf üniversitesi örneklem olarak seçilmiştir. Araştırma kapsamına 485 katılımcı dâhil edilmiştir. Katılımcılara yüz yüze anket yöntemiyle ulaşılmıştır. Katılımcılara ulaşmak için kolayda örneklem yöntemi tercih edilmiştir. Verilerin analizinde IBM SPSS ve AMOS paket programlarından yararlanılmıştır. Üniversite öğrencileri ve aday öğrencilerin kültürel zekâ düzeyleri ile viral pazarlama arasında istatistiki olarak anlamlı bir ilişki bulunmuştur. Bu ilişki kültürel zekânın dört boyutu için de geçerlidir.

References

  • Afifah, N., Daud, I., & Mulyadina, M. (2022). Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia. Gadjah Mada International Journal of Business, 24(2), 178-197.
  • Ang, S., and Ng, K. Y. (2007). Cultural and network intelligences: The twin pillars in leadership development for the 21st century era of global business and institutional networks. In K. Y. Chan, S. Singh, R. Ramaya, & K. H. Lim (Eds.), Spirit and system: Leadership development for a third generation SAF [Monograph] (pp. 46–52). Singapore: Singapore Armed Forces Military Institute.
  • Arastaman, G. (2018). Kültürel zekâ ölçeğinin (KZÖ) Türk akademisyenler üzerinde geçerlik ve güvenirlik çalışması. Yükseköğretim Dergisi, 8(1), 1-8.
  • Argan, M., & Tokay Argan, M. (2006). Viral pazarlama veya internet üzerinde ağızdan ağıza reklam: kuramsal bir çerçeve.
  • Bal, Y., & Kökalan, Ö. (2022). The Moderating Effect of Cultural Intelligence on the Relationship Between Emotional Intelligence and Job Satisfaction. Frontiers in Psychology, 13, 900546.
  • Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance. Information systems research, 19(3), 273-290.
  • Bhattacharya, S., Gaurav, K., & Ghosh, S. (2019). Viral marketing on social networks: An epidemiological perspective. Physica A: Statistical Mechanics and its Applications, 525, 478-490.
  • Biçer, D. F., & Erciş, A. (2020). Sosyal medyada viral pazarlama (elektronik ağızdan ağıza) faaliyetlerinin tüketici satın alım niyetine etkileri. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(3), 1555-1575.
  • Caputo, A., Ayoko, O. B., & Amoo, N. (2018). The moderating role of cultural intelligence in the relationship between cultural orientations and conflict management styles. Journal of Business Research, 89, 10-20.
  • Charoensukmongkol, P., & Phungsoonthorn, T. (2022). The effect of cultural intelligence of top management on pro-diversity work climate and work attitudes of Myanmar migrant workers in Thailand. Equality, Diversity and Inclusion: An International Journal.
  • Chen, A. S. Y., Lin, Y. C., & Sawangpattanakul, A. (2011). The relationship between cultural intelligence and performance with the mediating effect of culture shock: A case from Philippine laborers in Taiwan. International Journal of Intercultural Relations, 35(2), 246-258.
  • Collins, K. S., Duyar, I., & Pearson, C. L. (2016). Does cultural intelligence matter? Effects of principal and teacher cultural intelligence on Latino student achievement. Journal for Multicultural Education.
  • Crowne, K. A. (2008). What leads to cultural intelligence?. Business horizons, 51(5), 391-399.
  • DeCarlo, L. T. (1997). On the meaning and use of kurtosis. Psychological methods, 2(3), 292.
  • Earley, P. C., & Ang, S. (2003). Cultural intelligence: Individual interactions across cultures.
  • Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of consumer marketing.
  • Gökten, Ö. & Emil, S. (2019). Exloring the Effect of Erasmus Program on Cultural Intelligence of University Students. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 34(3), 769-785.
  • Groeneveld, R. A., & Meeden, G. (1984). Measuring skewness and kurtosis. Journal of the Royal Statistical Society: Series D (The Statistician), 33(4), 391-399.
  • Gu, Y., Yu, H., Wang, Y., & Zhou, S. (2022). The moderating effect of cultural intelligence between nurses’ relationship conflict and teamwork. Journal of Nursing Management.
  • Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic journal of business research methods, 6(1), pp53-60
  • Hopkins, K. D., & Weeks, D. L. (1990). Tests for normality and measures of skewness and kurtosis: Their place in research reporting. Educational and psychological measurement, 50(4), 717-729.
  • Hu, S., Liu, H., & Gu, J. (2018). What role does self-efficacy play in developing cultural intelligence from social media usage?. Electronic Commerce Research and Applications, 28, 172-180.
  • Kaikati, A. M., & Kaikati, J. G. (2004). Stealth marketing: How to reach consumers surreptitiously. California management review, 46(4), 6-22.
  • Karataş, K., & Arpaci, I. (2021). The mediating role of tolerance in the relationship between cultural intelligence and xenophobia. Asia Pacific Education Review, 22(1), 119-127.
  • Keung, E. K., & Rockinson-Szapkiw, A. J. (2013). The relationship between transformational leadership and cultural intelligence: A study of international school leaders. Journal of Educational Administration.
  • Moors, J. J. A. (1986). The meaning of kurtosis: Darlington reexamined. The American Statistician, 40(4), 283-284.
  • Munro, B. H. (2005). Statistical methods for health care research (Vol. 1). lippincott williams & wilkins.
  • Nguyen, A. M. D., Jefferies, J., & Rojas, B. (2018). Short term, big impact? Changes in self-efficacy and cultural intelligence, and the adjustment of multicultural and monocultural students abroad. International Journal of Intercultural Relations, 66, 119-129.
  • Nunnally, J. C. (1967). Psychometric theory
  • Onurlubaş, E., & Dinçer, D. (2016). Tüketicilerin Ağızdan Ağıza ve Viral Pazarlama Algılarına Etki Eden Faktörlerin Analizi. Gümüshane University Electronic Journal of the Institute of Social Science/Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7(17).
  • Öztırak, M., & Bayram, V. (2022). Sağlık çalışanlarının kayırmacılık algıları ile örgütsel sessizlik davranışları arasındaki ilişkinin incelenmesi: Kamu ve özel hastaneler üzerinde karşılaştırmalı bir araştırma. Business & Management Studies: An International Journal, 10(3), 956-976.
  • Öztırak, M., & Orak, B. (2022). Uzaktan çalışma süreçlerinde dijital zorbalığın örgütsel dışlanmaya etkisi üzerine bir çalışma. Business & Management Studies: An International Journal, 10(2), 605-630.
  • Putri, N. K., & Ernawaty, E. (2020). Viral marketing content for Universal Health Coverage campaign in Indonesia. International Journal of Pharmaceutical and Healthcare Marketing.
  • Schumacher, R. E., & Lomax, R. G. (2010). A beginners guide to structural equation modeling: SEM. NewJersey: Lawrence Erlbaum Associates
  • Segev, R., Mor, S., Even-Zahav, R., & Neter, E. (2022). Cultural intelligence and social distance among undergraduate students in clinical professions. Group Processes & Intergroup Relations, 25(2), 399-414.
  • Situmorang, J. R. (2010). Pemasaran Viral–Viral Marketing. Jurnal Administrasi Bisnis, 6(1).
  • Taino, R., Cardoso, R. R., & Las Casas, A. L. (2021). Does Vıral Marketıng Create Brand Awareness? An Exploratory Study Wıth Unıversıty Students. Journal on Innovation and Sustainability RISUS, 12(03), 109-117.
  • Van Dyne, L., Ang, S., & Koh, C. (2015). Development and validation of the CQS: The cultural intelligence scale. In Handbook of cultural intelligence (pp. 34-56). Routledge.
  • Van Dyne, L., Ang, S., & Tan, M. L. (2016). Cultural intelligence.
  • Vedadi, A., Kheiri, B., & Abbasalizadeh, M. (2010). The relationship between cultural intelligence and achievement: a case study in an Iranian company. Iranian journal of management studies, 3(3), 25-38.
  • Woerdl, M., Papagiannidis, S., Bourlakis, M. A., & Li, F. (2008). Internet-induced marketing techniques: Critical factors in viral marketing campaigns. Journal of Business Science and Applied Management, 3(1), 35-45.

EXAMINING THE RELATIONSHIP BETWEEN CULTURAL INTELLIGENCE AND VIRAL MARKETING

Year 2023, , 27 - 40, 27.04.2023
https://doi.org/10.35375/sayod.1188138

Abstract

The purpose of this research is to examine the relationship between the cultural intelligence levels of university students and prospective students and viral marketing. For this purpose, a foundation university providing education services in Istanbul was chosen as a sample. 485 participants were included in the scope of the research. Participants were reached by face-to-face survey method. In order to reach the participants, the convenience sampling method was preferred. IBM SPSS and AMOS package programs were used in the analysis of the data. A statistically significant relationship was found between the cultural intelligence levels of university students and prospective students and viral marketing. This relationship is valid for all four dimensions of cultural intelligence.

References

  • Afifah, N., Daud, I., & Mulyadina, M. (2022). Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia. Gadjah Mada International Journal of Business, 24(2), 178-197.
  • Ang, S., and Ng, K. Y. (2007). Cultural and network intelligences: The twin pillars in leadership development for the 21st century era of global business and institutional networks. In K. Y. Chan, S. Singh, R. Ramaya, & K. H. Lim (Eds.), Spirit and system: Leadership development for a third generation SAF [Monograph] (pp. 46–52). Singapore: Singapore Armed Forces Military Institute.
  • Arastaman, G. (2018). Kültürel zekâ ölçeğinin (KZÖ) Türk akademisyenler üzerinde geçerlik ve güvenirlik çalışması. Yükseköğretim Dergisi, 8(1), 1-8.
  • Argan, M., & Tokay Argan, M. (2006). Viral pazarlama veya internet üzerinde ağızdan ağıza reklam: kuramsal bir çerçeve.
  • Bal, Y., & Kökalan, Ö. (2022). The Moderating Effect of Cultural Intelligence on the Relationship Between Emotional Intelligence and Job Satisfaction. Frontiers in Psychology, 13, 900546.
  • Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance. Information systems research, 19(3), 273-290.
  • Bhattacharya, S., Gaurav, K., & Ghosh, S. (2019). Viral marketing on social networks: An epidemiological perspective. Physica A: Statistical Mechanics and its Applications, 525, 478-490.
  • Biçer, D. F., & Erciş, A. (2020). Sosyal medyada viral pazarlama (elektronik ağızdan ağıza) faaliyetlerinin tüketici satın alım niyetine etkileri. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(3), 1555-1575.
  • Caputo, A., Ayoko, O. B., & Amoo, N. (2018). The moderating role of cultural intelligence in the relationship between cultural orientations and conflict management styles. Journal of Business Research, 89, 10-20.
  • Charoensukmongkol, P., & Phungsoonthorn, T. (2022). The effect of cultural intelligence of top management on pro-diversity work climate and work attitudes of Myanmar migrant workers in Thailand. Equality, Diversity and Inclusion: An International Journal.
  • Chen, A. S. Y., Lin, Y. C., & Sawangpattanakul, A. (2011). The relationship between cultural intelligence and performance with the mediating effect of culture shock: A case from Philippine laborers in Taiwan. International Journal of Intercultural Relations, 35(2), 246-258.
  • Collins, K. S., Duyar, I., & Pearson, C. L. (2016). Does cultural intelligence matter? Effects of principal and teacher cultural intelligence on Latino student achievement. Journal for Multicultural Education.
  • Crowne, K. A. (2008). What leads to cultural intelligence?. Business horizons, 51(5), 391-399.
  • DeCarlo, L. T. (1997). On the meaning and use of kurtosis. Psychological methods, 2(3), 292.
  • Earley, P. C., & Ang, S. (2003). Cultural intelligence: Individual interactions across cultures.
  • Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of consumer marketing.
  • Gökten, Ö. & Emil, S. (2019). Exloring the Effect of Erasmus Program on Cultural Intelligence of University Students. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 34(3), 769-785.
  • Groeneveld, R. A., & Meeden, G. (1984). Measuring skewness and kurtosis. Journal of the Royal Statistical Society: Series D (The Statistician), 33(4), 391-399.
  • Gu, Y., Yu, H., Wang, Y., & Zhou, S. (2022). The moderating effect of cultural intelligence between nurses’ relationship conflict and teamwork. Journal of Nursing Management.
  • Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic journal of business research methods, 6(1), pp53-60
  • Hopkins, K. D., & Weeks, D. L. (1990). Tests for normality and measures of skewness and kurtosis: Their place in research reporting. Educational and psychological measurement, 50(4), 717-729.
  • Hu, S., Liu, H., & Gu, J. (2018). What role does self-efficacy play in developing cultural intelligence from social media usage?. Electronic Commerce Research and Applications, 28, 172-180.
  • Kaikati, A. M., & Kaikati, J. G. (2004). Stealth marketing: How to reach consumers surreptitiously. California management review, 46(4), 6-22.
  • Karataş, K., & Arpaci, I. (2021). The mediating role of tolerance in the relationship between cultural intelligence and xenophobia. Asia Pacific Education Review, 22(1), 119-127.
  • Keung, E. K., & Rockinson-Szapkiw, A. J. (2013). The relationship between transformational leadership and cultural intelligence: A study of international school leaders. Journal of Educational Administration.
  • Moors, J. J. A. (1986). The meaning of kurtosis: Darlington reexamined. The American Statistician, 40(4), 283-284.
  • Munro, B. H. (2005). Statistical methods for health care research (Vol. 1). lippincott williams & wilkins.
  • Nguyen, A. M. D., Jefferies, J., & Rojas, B. (2018). Short term, big impact? Changes in self-efficacy and cultural intelligence, and the adjustment of multicultural and monocultural students abroad. International Journal of Intercultural Relations, 66, 119-129.
  • Nunnally, J. C. (1967). Psychometric theory
  • Onurlubaş, E., & Dinçer, D. (2016). Tüketicilerin Ağızdan Ağıza ve Viral Pazarlama Algılarına Etki Eden Faktörlerin Analizi. Gümüshane University Electronic Journal of the Institute of Social Science/Gümüshane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 7(17).
  • Öztırak, M., & Bayram, V. (2022). Sağlık çalışanlarının kayırmacılık algıları ile örgütsel sessizlik davranışları arasındaki ilişkinin incelenmesi: Kamu ve özel hastaneler üzerinde karşılaştırmalı bir araştırma. Business & Management Studies: An International Journal, 10(3), 956-976.
  • Öztırak, M., & Orak, B. (2022). Uzaktan çalışma süreçlerinde dijital zorbalığın örgütsel dışlanmaya etkisi üzerine bir çalışma. Business & Management Studies: An International Journal, 10(2), 605-630.
  • Putri, N. K., & Ernawaty, E. (2020). Viral marketing content for Universal Health Coverage campaign in Indonesia. International Journal of Pharmaceutical and Healthcare Marketing.
  • Schumacher, R. E., & Lomax, R. G. (2010). A beginners guide to structural equation modeling: SEM. NewJersey: Lawrence Erlbaum Associates
  • Segev, R., Mor, S., Even-Zahav, R., & Neter, E. (2022). Cultural intelligence and social distance among undergraduate students in clinical professions. Group Processes & Intergroup Relations, 25(2), 399-414.
  • Situmorang, J. R. (2010). Pemasaran Viral–Viral Marketing. Jurnal Administrasi Bisnis, 6(1).
  • Taino, R., Cardoso, R. R., & Las Casas, A. L. (2021). Does Vıral Marketıng Create Brand Awareness? An Exploratory Study Wıth Unıversıty Students. Journal on Innovation and Sustainability RISUS, 12(03), 109-117.
  • Van Dyne, L., Ang, S., & Koh, C. (2015). Development and validation of the CQS: The cultural intelligence scale. In Handbook of cultural intelligence (pp. 34-56). Routledge.
  • Van Dyne, L., Ang, S., & Tan, M. L. (2016). Cultural intelligence.
  • Vedadi, A., Kheiri, B., & Abbasalizadeh, M. (2010). The relationship between cultural intelligence and achievement: a case study in an Iranian company. Iranian journal of management studies, 3(3), 25-38.
  • Woerdl, M., Papagiannidis, S., Bourlakis, M. A., & Li, F. (2008). Internet-induced marketing techniques: Critical factors in viral marketing campaigns. Journal of Business Science and Applied Management, 3(1), 35-45.
There are 41 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler
Authors

Mesut Öztırak 0000-0003-4828-7293

Yusuf Karaşin 0000-0002-4594-9290

Publication Date April 27, 2023
Published in Issue Year 2023

Cite

APA Öztırak, M., & Karaşin, Y. (2023). KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ. Sosyal Araştırmalar Ve Yönetim Dergisi(1), 27-40. https://doi.org/10.35375/sayod.1188138
AMA Öztırak M, Karaşin Y. KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ. SAYOD. April 2023;(1):27-40. doi:10.35375/sayod.1188138
Chicago Öztırak, Mesut, and Yusuf Karaşin. “KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ”. Sosyal Araştırmalar Ve Yönetim Dergisi, no. 1 (April 2023): 27-40. https://doi.org/10.35375/sayod.1188138.
EndNote Öztırak M, Karaşin Y (April 1, 2023) KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ. Sosyal Araştırmalar ve Yönetim Dergisi 1 27–40.
IEEE M. Öztırak and Y. Karaşin, “KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ”, SAYOD, no. 1, pp. 27–40, April 2023, doi: 10.35375/sayod.1188138.
ISNAD Öztırak, Mesut - Karaşin, Yusuf. “KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ”. Sosyal Araştırmalar ve Yönetim Dergisi 1 (April 2023), 27-40. https://doi.org/10.35375/sayod.1188138.
JAMA Öztırak M, Karaşin Y. KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ. SAYOD. 2023;:27–40.
MLA Öztırak, Mesut and Yusuf Karaşin. “KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ”. Sosyal Araştırmalar Ve Yönetim Dergisi, no. 1, 2023, pp. 27-40, doi:10.35375/sayod.1188138.
Vancouver Öztırak M, Karaşin Y. KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ. SAYOD. 2023(1):27-40.