Ozturk, R. Gulay2024-10-122024-10-122013978-146664865-4; 1466648643; 978-146664864-7https://doi.org/10.4018/978-1-4666-4864-7.ch013https://hdl.handle.net/11467/8851In 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. © 2014, IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook Chapter190215N/A2-s2.0-8495679563010.4018/978-1-4666-4864-7.ch013