The effect of viral marketing on consumer behavior

Modern marketing approach and methods take place of traditional marketing concept by the changes in consumers' buying behavior and innovations created by technology. Consumers are more conscious, the conditions of competition get hard day by day. The firms take care of consumers' needs and wants more and the satisfaction of consumers become the first target of the firms. Consumers are effected by what they hear and see in their envirenment. Consumers can also share their information and experiences with the people lived in different geographic regions thanks to social networks. Internet is the central figure of this process. The increasing of using internet directed marketing strategies toward implementation on internet. By the results of the sharing experiences of individuals word of mouth, and as a form of its using on internet viral marketing has been occured. In the first section word of mouth and its kinds and related concepts are studied. Viral marketing is investigated in the second section with its elements, process end affects. The results of a survey research is presented in the third section Key Words : Consumer Behaviour, Word of Mouth Marketing, Viral Marketing