THE EFFECT OF VIRAL MARKETING OVER BRAND VALUE IN SOCIAL MEDIA

Abstract

Viral marketing is defined as a strategy that encourages individuals to convey a marketing strategy to others and thus constituting a significant potential in the distribution of the messages pertaining to the products and the services of a company. It is one of the most effective methods of creating a buzz about the products and services provided by companies. As with biological viruses, viral marketing strategies causes a message to spread to thousands then millions of people thus generating a benefit for the company in terms of brand awareness. Viral marketing is a marketing technique that encourages users who have e-mail addresses, telephone lines and social media accounts to spread a marketing message to other users. The aim of this study is to research the effect of viral marketing over brand value in social media. Survey form was used as data collection tool in the research. The questionnaire consists of 4 demographic questions, 1 social media questionnaire and 46 questions social media viral marketing scale and 4 question mark scale. Data analysis in the study was done in SPSS 16 package program. In the analysis of the data, simple and multiple regression linear analyzes were performed with descriptive statistics such as frequency, percentage.