Viral marketing effects on social media and networks: Determining the perspectives of university students

Today's communication technologies have been developing rapidly. Therefore social media and internet sources are accepted as irreplaceable for human's lives. People can do a lot of things by using internet channels and online media mediums. Online form of word of mouth marketing also becomes very vital for structuring purchase decisions of people. Viral marketing is accepted as one of the tool of online word of mouth marketing and its effect on consumers is essential. The main aim of this study is to determine consumers' purchasing attitudes and what factors affect their perceptions on social media and networks channels. Consumers regular use a lot of network tools. These tools provide opportunities to them for sharing contents among themselves in their daily. Therefore in this study, Data was gathered from 386 students and collected by convenience sampling method. At the result of factor analysis 46 variables eliminated to 26 variables and classified under seven dimensions. These dimensions are named such as; quality of source , subjective norms, attitude towards using information, behavioral risk, social integration, perceived risk- personal and perceived risk- product. For analyzing hypothesis regression analysis were used.