FRIENDVERTISING: A new advertising strategy in social network marketing

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dc.contributor.authorÖztürk, R. Gülay
dc.date.accessioned2020-11-21T15:56:39Z
dc.date.available2020-11-21T15:56:39Z
dc.date.issued2015en_US
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractIn today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called "FRIENDVERTISING" pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field. © 2016, IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-4666-8614-4.ch094en_US
dc.identifier.endpage2075en_US
dc.identifier.isbn9781466686151
dc.identifier.isbn1466686146
dc.identifier.isbn9781466686144
dc.identifier.scopus2-s2.0-84958624836en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage2051en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-4666-8614-4.ch094
dc.identifier.urihttps://hdl.handle.net/11467/4164
dc.identifier.volume04.Apren_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofSocial Media and Networking: Concepts, Methodologies, Tools, and Applicationsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleFRIENDVERTISING: A new advertising strategy in social network marketingen_US
dc.typeBook Chapteren_US

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