Tolga Torun

(Bilecik Seyh Edebali University, 11210 Bilecik, Turkey)

 

 

Abstract: Recent time, it’s very normal to people to visit Internet to get information about books, searching for countries where they want to go, studying for lessons, checking for weather and even seeking partners for a relationship. Thus, Internet related strategies are become vital weapon to companies. Therefore, they are increasingly using viral marketing in their communication strategies. However, it’s still uncertain that what people’s perception of these viral marketing activities. In this study, the aim is to investigate the effect of persuasion and uncertainty on perception of viral marketing activities. As expected, the findings support that persuasion has both a positive and negative effects on perception of viral marketing activities and uncertainty has positive effect on perception of viral marketing.

 

 

Key words: viral marketing; persuasion; perception; uncertainty

 

JEL code: M370