Tüketicileri Etkilemek İçin Yeni Bir Markalaşma Stratejisi Olarak Viral Pazarlama: Türkiye'deki Teknolojik Ürünler Üzerine Bir Çalışma

Öz

Dijital teknolojilerin ve sosyal medya platformlarının hızlı gelişimi, pazarlama stratejilerini önemli ölçüde değiştirmiştir. Viral pazarlama, teknolojik gelişmeler ve toplumsal değişimlerin bir sonucu olarak ortaya çıkmış; pazar değişimlerine uyum sağlayarak, tüketicilerin psikolojik ihtiyaçlarına ve davranışsal değişimlerine cevap vermekte ve ağızdan ağıza pazarlama (WOM) ile çevrimiçi pazarlamanın etkinliğini artırmaktadır. Viral pazarlama, ürün tanıtımı ve geliştirme aşamalarında önemli başarılar göstermiştir.Bu çalışmanın amacı, viral pazarlamanın tüketicilerin satın alma niyeti üzerindeki etkisini incelemek ve Türkiye’de teknolojik ürünler bağlamında marka farkındalığının aracılık rolünü araştırmaktır. Ayrıca çalışma, viral pazarlama ile marka farkındalığı arasındaki ilişkide geleneksel pazarlamanın düzenleyici rolünü inceleyerek, entegre pazarlama iletişimi çerçevesindeki destekleyici rolünü vurgulamaktadır.Bu doğrultuda, 201 katılımcıdan elde edilen veriler kullanılarak nicel bir araştırma gerçekleştirilmiştir. Veriler SPSS programı aracılığıyla güvenilirlik, korelasyon ve regresyon analizleri ile incelenmiştir. Elde edilen bulgular, viral pazarlamanın satın alma niyeti üzerinde anlamlı ve pozitif bir etkisi olduğunu göstermektedir. Ayrıca marka farkındalığının, tüketicilerin satın alma niyetini artırmada kritik bir rol oynadığı belirlenmiştir. Bulgular, viral pazarlamanın teknoloji sektöründe etkili bir marka stratejisi olarak öneminin giderek arttığını desteklemektedir. Sonuçlar ayrıca, marka farkındalığının viral pazarlama ile satın alma niyeti arasındaki ilişkide kısmi aracılık rolü oynadığını göstermektedir.

Anahtar Kelimeler

• VIRAL PAZARLAMA
• MARKA FARKINDALIĞI
• GELENEKSEL PAZARLAMA
• SATIN ALMA NIYETI
• ENTEGRE PAZARLAMA İLETİŞİMİ

Viral Marketing As a New Branding Strategy to Influence Consumer Behaviour: A Study of Technological Products in Turkey

Öz

The rapid growth of digital technologies and social media platforms has significantly changed marketing strategies. Viral marketing has emerged as a result of technological developments and societal changes, as it responds to market changes, adapts to customers’ psychological needs and behavioral shifts, and enhances the effectiveness of word-of-mouth (WOM) and online marketing. Viral marketing has shown great success in the stage of product promotion and development. This study aims to examine the impact of viral marketing on consumers’ purchase intention and to explore the mediating role of brand awareness in the context of technological products in Turkey. In addition, this study examines the moderating role of traditional marketing in the relationship between viral marketing and brand awareness, highlighting its supportive role within the integrated marketing communication framework. A quantitative study was conducted using data collected from 201 respondents. Reliability, correlation, and regression analyses were conducted using SPSS. The results show that viral marketing has a positive impact on purchase intention. Also, brand mindfulness plays a critical part in enhancing consumers' intention to buy. The results show that viral marketing is getting more and more important as a branding strategy in the tech industry. The results also suggest that brand awareness partially mediates the relationship between viral marketing and purchase intention.

Anahtar Kelimeler

• VIRAK MARKETING
• BRAND AWARENESS
• TRADITIONAL MARKETING
• PURCHASE INTENTION
• INTEGRATED MARKETING COMMUNICATIONS

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