The effect of viral marketing and advertising applications on social economic networks on the brand awareness of businesses and the purchasing behavior of consumers: A research in Ankara

Theaim of this study is to evaluate the effects of viral marketing and advertising practices in social economic net works on the brand awareness and purchasing behaviors of the enterprises based on the example of individuals living in Ankara. In this context, individuals selected randomly from among the individuals living in Yenimahalle, Çankaya, Keçiören, Altındağ and Mamak districts, which are considered as centraldistricts of Ankara, were taken as concrete universe of there search. A Toplam of 1202 individuals (627 femalesand 575 males) living in these districts were randomly selected and the study was conducted. Thein formation and data included in the findings part of the study were collected by Social Media Usage Rates and Effects Scale, Consumer Attitude Scale for Viral Advertisements, Brand Awareness Scale, Purchasing Style, Perceived Quality Scale. For all the scales prepared, pilot applications were made and there sultsobtained were found to be positive. How ever, when the literaturere view is conducted in accordance with the study prepared, it is seen that there is no study in this scope in the literature. In this respect, the study is thought to contribute to the completion of a missing point in the literature. The data obtained from the researches were analyzed with descriptive analysis methods, T test, ANOVA test, regression analysis, manovamultivariate analysis within SPSS package program. As a result of thean analysis of the data obtained from the research, it was concluded that the effects of viral marketing and advertising practices on brand awareness and purchasing behavior of consumers were moderate. However, it is also observed that theim pact factor is higher in female participants than male participants. However, a significant difference was observed between the districts where the participants lived. In this respect, it can be said that viral marketing and advertising practices affect brand awareness and purchasing behaviors of consumers.