Abstract:

Viral marketing communicates from mouth to mouth through the internet and is an extremely powerful and effective marketing strategy. As viral marketing uses social networks, it makes it possible for to reach their potential customers and users quickly and at low cost.        Civil society organizations are non-profit organizations that independently deal with the various issues in society and take the task of informing the public, taking their members voluntarily. Civil society organizations are developing at local, regional and international scale as a result of social, cultural, geographical position, economic, political differences, and benefit the social order. This study is aimed at exploring the level of awareness that increasing importance of civil society organizations create in consumers and the impact of viral marketing practices on this awareness. According to the research results, the confidence in civil society organizations in their awareness creation, the reputation of civil society organizations, the communication and the interest of consumers in civil society organizations are effective. It is also effective in raising awareness that the content of the messages that civil society organizations publish virally is informative.

Keywords: