The Effect of Viral Marketing Activities on Social Network and Social Media Platforms on Consumer Behavior: The Example of Istanbul Province

Parallel to the change and transformation experienced in human life from the past to the present, with the development of Internet infrastructure and communication technologies, very effective changes continue to occur. In this context, with the increasing number of Internet users worldwide, web-based applications and social media are used to cover more effective and different functions. The fact that many activities carried out by people in daily life are carried out easily via the Internet and communication between the parties through social networks has supported the spread of viral marketing practices called web based dimension of oral communication. In addition to being an easier, faster and more efficient way for businesses to reach local and global customers, the fact that viral marketing is less costly has resulted in an increase in interest in the method. Nowadays, viral marketing has become an effective marketing tool for businesses with the expansion of social media usage. This work; 500 consumers identified by using easy sampling method, analysis of the data obtained as a result of the application of the prepared questionnaires and evaluation and interpretation of the information obtained. The main purpose of the study is to investigate whether the use of social media has an impact on viral marketing practices. As a result of the analyzes, it was observed that the level of social media usage of consumers affected viral marketing activities positively and significantl