Author(s): UÄur UÄUR* Murat SAYILI
Word of mouth (WOM) is defined as the transfer of knowledge about a target object (ect. company, brand) from one person to another person by means of people or other communication tool. Word of mouth has ability to affect the awareness, perceptions, expectations, attitudes and behaviors. Done over the internet of WOM is defined as “viral marketing”. Sharing information about the adversities faced by consumers or employees and rapid dissemination of this information is an effective example of viral communication. Indeed, today, consumers are asking each other and influenced in their purchasing decisions. Social networking sites are attributed as a database for marketers. Today, social networks has become a platform for enterprises brands, image and sales revenues they consider. In the study, examined the use of social networking habits of college students, representing an important part in most of the younger generation, which has become the company's target audience are assessed as viral marketing. It demonstrates the importance of students sharing on social networks as marketing directional behavior such as read/write positive/negative reviews, company/product comparison, complaints and advise.
The Journal of International Social Research received 7760 citations as per Google Scholar report
