KÜLTÜREL ZEKÂ İLE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Öz

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.

Anahtar Kelimeler

• Kültürel Zekâ
• Viral Pazarlama
• Üniversite Öğrencileri
• Üniversite Tercihi

EXAMINING THE RELATIONSHIP BETWEEN CULTURAL INTELLIGENCE AND VIRAL MARKETING

Öz

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.

Anahtar Kelimeler

• Cultural Intelligence
• Viral Marketing
• University Students
• University Preference

Kaynakça

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