Assessment of viral marketing in Turkey: A qualitative study

In this thesis Viral Marketing is examined. Viral Marketing, in other words, is named as word-of-mouth marketing (WOM) which takes part in digital environment with internet usage. With the activation of social media, marketing strategies started to be developed for digital world. Viral advertisements are a kind of self-spreading ads, but unlike standard ads, the consumer is not presented as if they are watching ads and the content is on the frontline. In this thesis, a detail literature review is conducted to discuss the social media, viral marketing and viral advertisement applications. In this study, viral advertisement working mechanism in Turkey was observed. However, the campaign process of viral advertising and marketing strategies in Turkey were also investigated. In this study, in-depth interviewing method which is a qualitative research technique was used and interviews were conducted with well known Turkish advertisers in their field. Five research questions were evaluated for an outcome.