Viral Marketing – The Case of Turkey

• Authors: Lewicka Hanna
• Languages of publication: EN

Abstracts

EN

Turkish advertisements in the form of a case study to determine which factors seem to play the most important role in terms of viral marketing message perception in Turkey. As a country in which the increasing role of digital media and the internet is beginning to dominate interpersonal communication, the use of viral approach in marketing is also growing. The examples of most viral videos in Turkey from the previous years confi rm that the most important factor which determines the success of a viral message is its content, which should be at the same time attention-catching and entertaining. Nevertheless, the seeding strategy is the factor which accelerates the success of viral messages.

Keywords

viral marketing; Turkey; advertising; digital media

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2017
• Issue: 2(6)
• Pages: 37-53

Dates

published

2017-12-12

Contributors

author

Lewicka Hanna

• Wrocław University of Economics Department of Marketing Research, Wroclaw, POLAND

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Identifiers

ISSN

2449-6634