Abstract
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.
Recommended Citation
Lewicka, H. (2017). Viral Marketing – The Case of Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2017(2), 37-53. https://doi.org/10.7172/2449-6634.jmcbem.2017.2.3
First Page
37
Last Page
53
Page Count
16
Received Date
2017-05-21
Revised Date
2017-09-19
Accepted Date
2017-10-11
Online Available Date
2017-10-18
DOI
10.7172/2449-6634.jmcbem.2017.2.3
Publisher
University of Warsaw
Publication Date
2017-10-18