- Tytuł:
- Viral Marketing – The Case of Turkey
- Autorzy:
- Lewicka, Hanna
- Powiązania:
- https://bibliotekanauki.pl/articles/540616.pdf
- Data publikacji:
- 2017-12-12
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
- Tematy:
-
viral marketing
Turkey
advertising
digital media - Opis:
- Turkish advertisements in the form of a case study to determine which factors seem to play the most important role in terms of viral marketing message perception in Turkey. As a country in which the increasing role of digital media and the internet is beginning to dominate interpersonal communication, the use of viral approach in marketing is also growing. The examples of most viral videos in Turkey from the previous years confi rm that the most important factor which determines the success of a viral message is its content, which should be at the same time attention-catching and entertaining. Nevertheless, the seeding strategy is the factor which accelerates the success of viral messages.
- Źródło:
-
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2017, 2(6); 37-53
2449-6634 - Pojawia się w:
- Journal of Marketing and Consumer Behaviour in Emerging Markets
- Dostawca treści:
- Biblioteka Nauki
Artykuł