Abstract:

The increase in the use of the internet has also required marketing strategies to be carried out in the internet environment. As a result of people’s experience transferring to each other, oral to oral marketing, oral to oral marketing through the internet, viral marketing concepts gained importance and their impact has been both academic summer and practice study subjects. The aim of the study is to determine the impact of viral marketing on consumer behavior. In this study, data collected from 385 people from the age group of 18 years and older living in Istanbul were analyzed. The findings obtained by the analysis have found that respondents participated in all judgments relating to viral marketing practices and that the effects of viral marketing practices affected consumers without the difference between gender and age.