Sosyal Medyada Viral Pazarlama (Elektronik Ağızdan Ağıza) Faaliyetlerinin Tüketici Satın Alım Niyetine Etkileri

Öz Bu çalışmada, sosyal ağlarda viral pazarlama iletişimine katılım ile tüketicilerin satın alım niyetleri üzerine etkili olan boyutlar ve bu boyutları etkileyen faktörler değerlendirilmeye çalışılmıştır. Araştırmanın sonucunda, tüketicilerin firmalara yönelik bağlılık düzeylerinin, firma Facebook sayfalarından algıladıkları özelliklerden, yine viral pazarlama iletişimine katılım niyetlerinin, duygusal bağlılık ve tüketicinin çevre ile etkileşimi faktörlerinden, ürünlerin satın alma niyetlerinin ise; bilişsel bağlılık ve viral olarak yayma niyeti faktörlerinden etkilendiği bulguları elde edilmiştir.

Anahtar Kelimeler:

sosyal medya, sosyal medya pazarlaması, tüketici davranışları

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