E-TİCARƏTDƏ VİRAL REKLAMLARIN İSTEHLAKÇININ SATINALMA DAVRANIŞLARINA TƏSİRİ
EFFECT OF VIRAL ADVERTISING IN E-COMMERCE ON CONSUMER BUYING BEHAVIOR

Summary/Abstract: This study examines the impact of viral advertising in E-commerce on consumer purchasing behaviors. As technology becomes an essential part of everyday life, it has a huge impact on the development of commerce in the digital sphere. Nowadays, people can achieve what they want at any time with just one phone. Social media content and ads also have a huge impact. Companies use online advertising to promote their products. Consumers who are active on websites or social networks share ads they find interesting and attractive with people around them, causing them to go viral. The biggest positive is that viral ads spread quickly and companies can reach a large audience in a short time and at a low cost. The development of ecommerce has led consumers to research more types of products, see the opinions of other consumers about products and form an opinion. Successful viral ads in e-commerce create deep emotional feelings on the consumer and play a major role in both their behavior and purchasing decisions. In this study, information was collected from 250 people using the survey method. Based on the collected data, analyzes such as Factor, Anova, Regression, T-test, Reliability were performed in the SPSS program.

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