E-mail as a Viral Marketing Tool: a Research on Emotions Behind E-mail Sending and Receiving Behavior
Year: 2009
Type: article
Study design: Observational Study
Abstract: ?z (Tr): ?nternetin yayg?nla?mas?, t?keticilere ?r?n ve hizmetler hakk?nda di?er t?keticilerden bilgi edinmenin yeni yollar?n? sunmaktad?r. Bu t?r ileti?im a??zdan a?za ileti?imin bir t?r? olarak g?r?lmekte, a??zdan fareye ya da ?evrimi?i a??zdan a?za ileti?im olarak adland?r?l?rken, t?keticilere de g?? kazand?rmaktad?r. T?keticiler, ba?lant?da olduklar? bireyler ile g?r??lerini e-posta g?nderme, web sitelerine ve forumlara yorumlar ve geribildirimler g?nderme, ?evrimi?i bloglar olu?turma ve internette topluluklar kurma ve onlara kat?lma yolu ile payla?maktad?r. T?keticilerin ?evrimi?i sosyal a?lar?nda yer alan bireyleri e-posta, anl?k mesaj ya da ?evrimi?i sohbet gibi bilgisayar destekli ileti?im ortamlar? yoluyla etkileme g??lerini artt?rma takti?i olarak tan?mlanabilecek viral pazarlama, bir konu hakk?ndaki bilgilerin etrafa yay?lmas?n? ve ?r?n ve hizmetlerin denenmesi, kullan?lmas? ve benimsenmesini sa?layacak ?nemli bir ara?t?r. Bu ?al??man?n amac?, t?keticilerin e-posta g?nderme ve alma davran??lar?n?n gerisindeki duygular? inceleyerek viral pazarlaman?n i?leyi?ine a??kl?k kazand?rmakt?r. A?lar, bilgisayar destekli ileti?im, viral pazarlama kavram? ve t?keticilerin artan g?c? ?zerine teorik bir tart??man?n ard?ndan, t?keticilerin e-posta alma ve g?nderme davran??lar?n?n gerisindeki duygular ?zerine ?evrimi?i y?r?t?len ara?t?rman?n sonu?lar? de?erlendirilmektedir. Ara?t?rma sonu?lar?, t?keticilerin bilgiyi yayma ve di?er bireylerle e-posta arac?l???yla bilgiyi payla?ma davran??lar?n?n gerisindeki duygular? ortaya koymaktad?r. ?z (Yabanc?): Proliferation of the Internet provides new ways for consumers to acquire information on products and services from other consumers. This type of communication is regarded as similar to word-of-mouth (W-O-M) and called word-of-mouse or online word-of-mouth communication which empowers consumers. Consumers share their opinions with connected others by sending e-mails, post comments and feedbacks to websites and forums, publish online blogs, and form and join to communities on the Internet. Viral Marketing -the tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat- is therefore emerging as an important means to "spread the word" and stimulate the trial, use and adoption of products and services. The aim of this paper is to review the impact of emotions on e-mail sending and receiving behaviors of consumers to understand the mechanism of viral marketing. Following a theoretical discussion describing networks, proliferation of computer-mediated communication, the viral marketing concept, and increasing power of consumers, the results of a survey on emotions behind e-mail sending and receiving behaviors of individuals which is conducted online are evaluated. The findings demonstrate the emotions behind consumers' "spread the word" and share information with others by e-mails.
Author: Burcu Selin Yılmaz
Institution: Dokuz Eylül University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1481908802