Viral marketing: A conceptual framework on its advantages, challenges and strategies

Yıl 2023, Cilt: 5 Sayı: 8, 93 - 124, 01.04.2023

Yasemin Gedik

Öz

The widespread use of the internet among all people has encouraged businesses to discover new ways to reach customers. The advent of social media and Web 2.0 has transformed word-of-mouth into electronic word-of-mouth marketing and facilitated the spread of viral marketing. Emerging as an electronic extension of word-of-mouth marketing, viral marketing is the online marketing method businesses use to get consumers to deliver commercial messages to other consumers. In viral marketing, the aim is to reach a large number of potential customers in the shortest time and at the lowest cost. Viral marketing offers businesses many advantages such as increasing brand awareness, sales, and website traffic. However, it is not easy to go viral and implement viral marketing; It contains various difficulties. This study focuses on creating a broad conceptual framework for viral marketing. In addition, the study aims to help business managers in making relevant marketing decisions by examining the advantages, challenges, and strategies of viral marketing.

Anahtar Kelimeler

viral marketing, WOM, E-WOM

Viral pazarlama: Avantajları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve

Öz

İnternetin tüm insanlar arasında yaygın kullanımı, işletmelerin müşterilere ulaşmak için yeni yollar keşfetmesini teşvik etmiştir. Web 2.0 ve sosyal medyanın ortaya çıkışı, ağızdan ağıza iletişimi, elektronik ağızdan ağıza pazarmaya dönüştürmüş ve viral pazarlamanın yayılımını kolaylaştırmıştır. Ağızdan ağıza pazarlamanın elektronik bir uzantısı olarak ortaya çıkan viral pazarlama, işletmelerin tüketicileri diğer tüketicilere ticari mesajları iletmesini sağlamak için kullandığı çevrimiçi pazarlama yöntemleridir. Viral pazarlamada amaç, en kısa sürede ve en düşük maliyetle çok sayıda potansiyel müşteriye ulaşmaktır. Viral pazarlama işletmelere marka bilinirliğini, satışları ve web sitesi trafiğini arttırma gibi birçok avantaj sunmaktadır. Bununla birlikte, bir içeriği viral hale getirmek ve viral pazarlamayı uygulamak kolay değildir; çeşitli zorluklar içermektedir. Bu çalışma viral pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma viral pazarlamanın avantajları, zorlukları ve stratejilerini de inceleyerek işletme yöneticilerine ilgili pazarlama kararlarında yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

viral pazarlama, WOM, E-WOM

Kaynakça

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