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Effect of Viral Marketing in Health Services on Purchasing Decisions of Consumers: Sample of Ankara, Çankaya Province

İlyas Ersoy (), Dilaver Tengilimoglu () and Pelin Yilik ()
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İlyas Ersoy: Atilim University
Dilaver Tengilimoglu: Atilim University
Pelin Yilik: Kudret International Hospital

International Conference on Marketing and Business Development Journal, 2016, vol. 2, issue 1, 194-200

Abstract: The population of the research is consist from the inhabitants in Ankara province Çankaya neighborhood and the data was collected with easy sample method among 600 people older than 18 years with survey tecnic. The data which were collected with tecnic of survey were converted with the program SPSS 22 to quantitative and measurable data. The findings of the study: health services within the scope of viral marketing varies according to demographic variables of the consumer's purchase decision. Health services consumers expactations in the field of taking information from the network increases patient satisfaction. There is also a meaningful difference in consumers’ response levels to the positive and negative comments according to demographic variables. hese 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. The results of the study showed that: 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. Measures that will overcome the prejudgement against viral marketing should be taken.

Keywords: viral marketing; healthcare services; custumer purchasing process (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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