Effect of Viral Marketing in Health Services on Purchasing Decisions of Consumers: Sample of Ankara, Çankaya Province
Journal Title: International Conference on Marketing and Business Development - Year 2016, Vol 0, Issue 1
Abstract
The purpose of this study was to examine reflections of viral marketing phenomenon in health sector, which grows dependently to rapid improvement in ways of communication in globalizing world. In this study, It was observed that in health sector (service, product), viral marketing effects marketing activities positively. The population of the study was defined as the residents living in Çankaya/ Ankara and the sampling was chosen with the convenience sampling method and consists of 600 people who were older then 18. A survey was used to collect data. The survey results were evaluated with SPSS 22 package programme. This process transformed the data into quantitative and measurable and provided scientific ground to the study. Findings of the study: In terms of demographic variables, health service consumers’ purchasing decisions varies within the scope of viral marketing. Consumers’ expectations on debriefing from the network increase patient satisfaction. Another important finding is that there is a meaningful difference in consumers’ response levels to the positive and negative comments according to demographic variables. These variables also effect the level of sharing positive or negative experiences with others via network meaningfully. The behaviour of researching the health service on the network before a treatment also changes demographically. As a result; The importance and usage of viral marketing increases day by day. Health care is a proper field for viral marketing because it has a limited substution and not possible to stock it. It is suggested that measures to overcome the bias against viral marketing should be taken.
Authors and Affiliations
İlyas Ersoy, Dilaver Tengilimoglu, Pelin Yilik
Keywords
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