PAZAR KURDU OLMA VE VİRAL PAZARLAMA ARASINDAKİ İLİŞKİ GÜCÜNÜN ANALİZİ

Bu çalışmanın temel amacı, tüketicilerin satın alma kararlarında etkin rol oynayan, pazar kurtları olarak tanımlanan tüketiciler ile bu tüketicilerin internet ortamında bilgi aktarımı ile gerçekleştirdikleri viral pazarlama arasındaki ilişkinin gücünü belirlemektir. Bu amaçla, anket yöntemi ile veriler toplanmıştır. Örnekleme yöntemi olarak kolayda örnekleme yöntemi kullanılmıştır. Katılımcılara, öncelikle pazar kurdu kavramı açıklanmış, kendilerini pazar kurdu olarak görüp görmedikleri sorulmuş, kendini pazar kurdu olarak nitelendiren kişilere anket formu uygulanmıştır. Katılımcılar İzmir ilinde yaşayan kişilerdir. Araştırmanın örneklem hacmi 486 pazar kurdu tüketicidir. Toplanan verilerin analizinde korelasyon analizi yapılmıştır. Araştırma sonucunda, pazar kurdu tüketiciler ile viral pazarlama arasında güçlü bir ilişki olduğu sonucuna ulaşılmıştır

Analysis the Power of Relationship Between Market Maven and Viral Marketing

The main aim of this study, to determine the power of the relationship between market maven that are actively in purchasing decisions of consumers and viral marketing of these consumers through information transmission on the internet. For this purpose data were collected by questionnaire method. Convenience sampling method had been used. Firstly, market maven were identified to participants, asked whether they saw themselves as market maven or not, a questionnaires was applied to those who identified themselves as market maven. Participants are living in Izmir. The sample of research is 486 market maven consumers. Collected data were analyzed with correlation analysis. As a result of study, the relationship is strong between the market maven and viral marketing

Keywords:

Market Maven, Viral Marketing Consumer Behavior,

PDF

___

Abratt, R., Nel, D., Nezer, C. (1995). Role of the market maven in retailing: A general marketplace influencer, Journal of Business & Psychology, 10(1), 31–55.

Argan M., Tokay Argan M. (2006). Viral Pazarlama veya İnternet Üzerinde Ağızdan Ağza Reklam: Kuramsal Bir Çerçeve, 6 (2), 231-249.

Chaffey, D., Mayer, R., Johnston, K., Chadwick, Fiona Ellis (2003). Internet Mar- keting. 2nd Ed. England (Harlow): Financial Times Prentice Hall.

Feick L. F., Price L. L., (1987). The Market Maven: A Diffuser of Marketplace Information, Journal of Marketing, 51 (1), 83-97.

Helm, S. (2000). Viral Marketing-Establishing Customer Relationship by ‘Word of Mouse’. Electronic Markets 10 (3), 158-161.

Hoffmann S. ve Katja S. (2010). A Cognitive Model To Predict Domain-Specific Consumer Innovativeness, Journal of Business Research 63, 778–785.

Hoyer, W. D. ve Deborah J. M.. (2004) Consumer Behavior, Third Edition, New York: Houghton Mifflin Company.

Laughlin, J. D. ve MacDonald, J. B. (2010). Identifying market mavens online by their social behaviors in community-generated media, Academy of Marketing Studies Journal, 14(1), 55-70.

Iacobucci, D. ve Hopkins, N. (1992). Modeling Dyadic Interactions And Networks in Marketing, Journal of Marketing Research, 29(1), 5- 17.

İşler S. ve Andiç B., (2011). Olta Balıkları ve Viral Pazarlamacılar, XVI. Türkiye’de İnternet Konferansı, 30 Kasım-2 Aralık, ss. 1-9

Jurvetson, S. ve Draper, F. (1997). Viral Marketing, 07 Şubat 2016 tarihinde http://www.dfj.com/news/article_25 adresinden erişildi.

Kalaycı Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 3. Baskı, Ankara: Asil Yayın Dağıtım.

Mowen J. C. ve Minor M. (1998). Consumer Behavior, Prentice-Hall, Inc., Fifth Edition, New Jersey.

Odabaşı, Y. ve Barış G. (2003). Tüketici Davranışı, 2. Baskı, İstanbul: Kapital Medya A.Ş.

Pavlou P. A. ve Fygenson M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior, MIS Quarterly, 30 (1), 115-143.

Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. ve Raman, N. (2004) Viral mar- keting or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email, Journal of Advertising Research, 44 (4), 333–348.

Puspa J. ve Rahardja C. T. (2009). Market Mavenism Its Contribution in Buil- ding Consumer’s Trust. Gadjah Mada International Journal of Business, 11 (1), 21-35.

Red Bridge Marketing (2008). Social Network Marketing: The Basics, 24 Nisan 2016 tarihinde http://www.redbridgemarketing.com/social_networ- king_the_basics.pdf adresinden erişildi.

Ruvio A. ve Aviv S. (2007). Innovativeness, Exploratory Behavior, Market Ma- venship, and Opinion Leadership An Empirical Examination, Psycho- logy & Marketing, 24(8), 703–722.

Walsh, G., Gwinner, K. P. ve Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information dif- fusion, Journal of Consumer Marketing, 21(2), 109–122

Wilson, R. F. (2000). Demystifying Viral Marketing, 11 Ocak 2016 tarihinde http:// wilsonInternet.com/ebooks/ adresinden erişildi.

Woerndl, M., Papagiannidis, S., Bourlakis, M. ve Li, F. (2008). Internet-induces marketing techniques: Critical factors in viral marketing campaigns, Journal of Business Science and Applied Management, 3(1), 34-45

Yang, H. C., Liu H., ve Zhou L. (2011). Predicting Young Chinese Consumers’ Mobile Viral Attitudes, Intents and Behavior, Asia Pacific Journal of Mar- keting and Logistics, 24, 59-77

Yang, H. (2013). Market Mavens in Social Media: Examining Young Chinese Consumers’ Viral Marketing Attitude, eWOM Motive and Behavior, Journal of Asia-Pacific Business, 14, 154-178

Yang, H. (2013). A Cross-Cultural Study of Market Mavenism in Social Media: Exploring Young American and Chinese Consumers’ Viral Marketing Attitudes, eWOM motives and behaviour, International Journal of Inter- net Marketng and Advertising, 8 (2), 102-124.

Yolaç G. ve Akyüz İ., (2014). Tüketici Kararlarında Etkin Bir Role Sahip Olan Pazar Kurtlarının Demografik Özellikleri Üzerine Bir İnceleme, Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6 (11), 133-143.