Viral marketing's impact on consumers' purchasing decisions

The marketing process, which started in the minds of consumers and continued after consuming,has shifted from traditional marketing to the modern marketing thanks to technological innovations. Competitive conditions have become harder and have made consumer more conscious. With the rising prominece of customers,today, the effect of social media upon customers has gained prominence too.Customers care for the other people's experiences and are impressed by them during the process of purchasing. With the increasing use of internet, marketing strategies have moved to internet. Word of Mouth Marketing appeared as a result of customers' sharing experiences. WOMM is carried out on the internet thus requires viral marketing. In the first chapter of study, starting with the definition of marketing and development of it, the process of marketing and marketing services are addressed. The term of WOMM is analyzed elaborately and consumers' behaviors , purchasing and the factors affecting the purchasing process are dealt. In the second chapter of study, Viral marketing is analyzed with details, and in the third chapter the effects of viral marketing upon the consumer's purchasing behavior are studied by doing research. Keywords: Consumer's Behaviors, Word-of Mouth Marketing, Viral Marketing