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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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6 Viral Marketing in Digital World


Özlem Akbulut Dursun

6   Viral Marketing in Digital World


In our age, the Internet has become an inevitable part of commercial and individual life; access to information has become easier; and people from all over the world have started to share their opinions and thoughts quickly and comfortably. The opportunity of consumers to share their shopping experiences and thoughts following the purchase through this information system has increased the importance of consumers. At the same time, the evidences point out that consumers are also affected by online opinion sharing prior to making a purchase decision (Chevalier & Mayzlin, 2006, p. 354). This situation has forced companies to implement the most appropriate strategy for the social and commercial messages they want to deliver (Steffes & Burgee, 2008, p. 44).

The developments in digital technology and the application of traditional word-of-mouth (WOM) marketing efforts through electronic media have introduced new marketing strategies. While traditional WOM marketing communication efforts are conducted only through mutual contacts between individuals, electronic WOM communication is performed in a recorded way by means of databases on the Internet. These rapid developments in technology have created a number of cost-effective alternatives for the promotion of products and services. One of the alternative marketing tools is viral marketing, which is popular worldwide. For this reason, the factors that enable consumers to accept viral marketing increasingly should be analyzed well by marketers (Zernigah & Sohail, 2012, p. 645).

Viral marketing,...

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